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MG5561 International Marketing: Modes of Market Entry



Answer one of the below three questions. This should be written as a single essay though with two parts reflecting Part A and Part B.

1. International Marketing: Operations and Strategy

Part A

How is International Marketing different from Domestic Marketing (that is marketing carried out in the home market)? Explain this in relation to the marketing environment and international marketing strategy

Part B

Choose one of the 4 Ps and discuss how this is different in International Marketing compared to Domestic Marketing. Include in this a discussion of the standardisation/adaptation debate.

2. International Marketing Entry Methods

Part A

Discuss the advantages and disadvantages of the export, direct and indirect modes of market entry. How do global strategic alliances differ from these traditional modes of entry?

Part B

Explain how the market environment of targeted countries and the international marketing strategy of the company can influence the mode of market entry.

3. Segmentation, Targeting and Positioning (STP) and International Marketing

Part A

Explain STP in relation to International Marketing. How are each of the stages linked to each other?

Part B

Discuss how STP in International Marketing is more complex than in Domestic Marketing (that is marketing carried out in the home market)? What implications does this have for international branding?

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