International Marketing

The Mid-term exam is designed to test your understanding of the information found in Chapters 1-7 of the course textbook. The following questions can be answered using the following resources:

1. Course textbook

2. Case studies you have completed

3. Your own internet research

Each question is worth 10 points and should be answered in no more than 2 paragraphs (one paragraph consists of 5-7 sentences). As there are only 8 questions, the top score will be 80.

1. In Chapter 1 we learned about 'ethnocentric orientation.' In your opinion, should a company that wants to market its products and services to international markets use 'ethnocentric orientation?' Why or why not?

2. In Chapter 2 we learned about the BRIC nations - Brazil, Russia, India, and China. What reasons can you give on why companies should want to market their products and services in these 4 countries?

3. In Chapter 3 we learned about various regional and international trade organizations such as the Association of Southeast Asian Nations (ASEAN), the Gulf Cooperation Council (GCC), the North American Free Trade Agreement (NAFTA) and others. What benefits does a country receive when it becomes a member of one of these organizations? In other words, why would a country want to join a regional trade group?

4. Chapter 4 focused on social and cultural aspects of international marketing. From the case study that you completed in chapter 4 - either Venice or Soccer - what is one thing you learned that would help a company in international marketing?

5. Why should a company that wants to expand to international markets be concerned about political risk? What are 3 types of political risk (see Table 5-1 from chapter 5)?

6. From Chapter 6, why is Customer Relationship Management (CRM) important?

7. Why is demographic segmentation (Chapter 7, pages 201-206) important to international marketers?

8. From the article you read on Coca-Cola's international marketing operations, what 2 things would you say are important to know about expanding to international markets?