本次新西兰代考是国际营销相关的一个限时测试

  1. (a) Differentiate among the concepts of Segmentation, Targeting and Positioning with examples. (Marks 2)

(b) Discuss which target market strategy would be appropriate for a global consumer electronics brand. Mention your preferred brand and discuss about its target market strategy with due justifications.  (Marks 6)

  1. As the marketing manager of a global fast moving consumer goods (FMCG) producing company, how can you use Maslow’s hierarchy of needs framework for product decisions in the global market? Explain with examples (FMCG context) from both developed and developing countries’ perspectives. (Marks 5+3 = 8)
  1.  (a) If a mobile phone is priced in Euro and sold at the Euro-converted price in Chinese Yuan, what problems can be expected? (Marks 2)

(b) What are the factors that influence pricing strategies in the international markets? Discuss these factors with examples from a particular country perspective. (Marks 6)

  1. (a) As the marketing manager of a global consumer household durable brand, which level of distribution intensity (intensive, selective, or exclusive) you think would be appropriate? Mention your preferred global consumer household durable brand and discuss the relevant issues in this regard with examples. (Marks 4)

(b) What are the alternative Global Retail Market Entry Strategies available for a marketer? Which retail entry strategy would you choose if you think your company plans to enter in culturally distant market? Justify your answer. (Marks 4)

  1. (a) How would you differentiate between an omnichannel retailer and a multichannel retailer? Discuss with examples. (Marks 3)

(b) What are the key reasons for adaptation and standardization of marketing mix in the international market? Discuss in the context of international marketing mix strategies of a particular company. (Marks 5)

  1. (a) Briefly explain the factors that influence promotion decision in the international markets with relevant examples. (Marks 4)

(b) Explain the perceived advantages and disadvantages of standardizing advertisement in the Middle East countries. (Marks 4)


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