Exam 12: Planning for Effective International Marketing

Segmenting international markets on the basis of geographic, economic, political, cultural and other factors assumes that segments should consist of clusters of countries.

Countries can be segmented by political and legal factors such as the:

Hooley (2008) suggests that firms fail in international markets for which of the following reasons internal to the firm itself?

Global market segmentation can be defined as country groups or individual consumer groups of potential customers with:

Country of origin can be an important positioning attribute in international marketing.

Discuss the difference between market-based and product-based approaches to marketing planning.

The monitoring of the action plan stage:

To be successfully implemented, a firm's marketing strategies must fit with its company culture. Company culture is a system of ________ and ________ shared by people in an organisation that gives the company its identity and meaning.

A firm's corporate objectives usually include a mission statement and objectives reflecting financial growth, new business and new markets.

There are two distinct approaches to practical marketing planning. One is viewed more as short term, the other more as long term. These two approaches are:

When considering entering into a new market internationally, it is important to consider the business environment into which the organisation is moving. Which of the following in NOT a consideration?

The significance of scenario planning is that each scenario has different implications for marketing strategies.

Many international marketing plans lack market reality.

Discuss the organisational challenges a firm may face when undergoing international marketing planning. How can these challenges be effectively managed?

In international markets, marketers can follow several positioning strategies. These can include positioning:

Discuss the importance of the implementation and control phases of international marketing.

Organisational structure is a weak influence on implementation due to the action focus of marketing plans.

Discuss why international marketers make use of scenario planning and discuss the essential steps involved.

Market-based approaches to international planning have the political and economic structure of potential markets as the starting point for analysis.

An export market can be segmented in which of the following ways?