UNIVERSIDAD DE ZAMBOANGA

SCHOOL OF BUSINESS MANAGEMENT

A. Eustaquio Quadrangle, JS Alano Street, Zone III, Zamboanga
City, 7000 Philippines

FINAL EXAMINATION
INTERNATIONAL MARKETING

Name: Date:
Year and Section Score

TEST I. MULTIPLE CHOICE: Read and understand the questions carefully and encircle the
corresponding letter, which you think is the best answer on your answer sheet.   

1. A global marketing strategy involves a

(A)single strategy for the global market with minor adaptations
(B)different strategy for each market
(C)significant product adaptation across markets
(D)None of the above

2. International marketing is generally more complex than domestic marketing due to:

(A) Different cultures (B) Different languages

(C) Different laws (D) All of the above

3. A marketing approach in which an organization strives for efficiencies of scale by developing

a standardized marketing mix across national, regional and global markets is known as
_________.
(A) Export marketing (B) International marketing
(C) Multinational marketing (D) Global marketing

4.0In general, the larger the country’s domestic economy, the less dependent it tends to be on
exports and imports relative to its ________________.
(A) Gross domestic product (GDP) (B) Per capita income
(C) Direct investment (D) Global domestic product

[Link] that our own political and legal system is always better than those of other countries and
thatthey should change their system to ours is known as __________.
(A) Jingoism (B) Polycentrism (C) Racism (D) Ethnocentrism

6. Which of the following impose a direct tax on imports?

(A) Embargoes (B) Nontariff barriers (C) Tariffs (D) Sanctions

[Link] & Gamble focuses its marketing efforts in the detergent category on brands such as
Tide that are sold with a similar market strategy across its subsidiaries in foreign markets. Henkel
KGaA differentiates itself from P&G by focusing its marketing efforts on brands such as Dixan in
Italy and Wipp in Spain that are tailored to local preferences and needs. Henkel's strategy can be
described as a _______________ strategy.

(A)global marketing (B)pan-regional marketing

(C)multidomestic marketing (D)None of the above

8. Proctor & Gamble focuses its marketing efforts in the detergent category on brands such as
Tide that are sold with a similar market strategy across its subsidiaries in foreign markets. Henkel
KGaA differentiates itself from P&G by focusing its marketing efforts on brands such as Dixan in
Italy and Wipp in Spain that are tailored to local preferences and needs. Proctor & Gamble's
strategy can be described as a _______________ strategy.

(A)global marketing (B)pan-regional marketing

(C)multidomestic marketing (D)None of the above

9. The J. M. Smuckers Company produces a wide variety of baking and other food products in
the United States. The company maintains a large sales and production subsidiary in Canada and
has developed brands and other marketing strategies for the Canadian market. This is an example
of
(A)domestic marketing (B)export marketing
(C)international marketing (D)joint venture marketing

10. Vakko, a Turkish apparel producer, makes silk scarves in Istanbul. The scarves are sold to
clothing distributors in Germany and the United Arab Emirates who, in turn, sell the scarves to
clothing retailers in their respective countries. This is an example of
(A)domestic marketing (B)export marketing
(C)joint venture marketing (D)international marketing

11. Variation in customer needs is the primary motivation for __________________.

(A) Brand segmentation (B) Product segmentation
(C) Market segmentation (D) Quality segmentation

12. When selecting a country to enter the ______________ factor relates to the instability in the
political and economic environment that may affect the company.
(a) Demographic (b) Flexibility (c) Risk ( d) Local
13. The role of the World Bank is to ______________
(a) Provide money for infrastructure projects in developing nations
(b) Resolve problems with debt in developing nations
(c) Bring a market economy to developing nations
(d) All of the above

[Link] ________________, the company arranges with a local manufacturer to manufacture parts
of the product or even the entire product. The marketing of the product, however, is still the
responsibility of the international firm.
(a) Licensing (b) Franchising (c) Cooperative exporting (d) Contract manufacturing

15. With a __________________, the foreign company agrees to share equity and other
resources withother partners to establish a new entity in the target country.
(a) Contract manufacturing agreement (b) Parallel exporting agreement
(c) Cooperative exporting agreement (d) Joint venture

[Link] of the following general statements about the country of origin (COO) effect listed
below is NOT true?
(a) COO effects are not flexible.
(b) Consumers prefer domestic products over imports.
(c) The critical factor appears to be the place of manufacture rather than the location of the
company’s headquarters.
(d) COO effects do not change very much over time

TEST -II ESSAY. Read the case before answering the question(s). ANSWER ALL THREE
(3) QUESTIONS. (50 marks)

Smiggle, arguably the world’s hottest stationery brand, was born in 2003. Smiggle
products are colourful, fun and fashion-forward stationery. The first Smiggle store was opened in
Melbourne,Australia and word spread fast about the bright coloured pens, notebooks and gadgets
that filled a tiny but very special place. The concept took off and the company soon hit 20 stores,
when it caught the eye of the Just Group – the owner and creator of Just Jeans, Portmans, Jay
Jays, Jacquie Eand Peter Alexander. Smiggle joined the Just Group in 2007 and in
2008 it opened its first international store in New Zealand. In 2011 Smiggle expanded to
Singapore and in 2016 it said hello to Malaysia and Hong Kong. The product range is now
bigger than ever with the team at Smiggle Design Lab drawing inspiration from all over the
world. Their ultimate goal is to inspire and develop the creative spirits of their customers by
delivering original, fun and affordable stationery. Smiggle products are all about great design
and innovation, bold colour, quirky graphics and great value. They say that a visit to their stores
is just like a hug from your best friend. Their slogan is “where a smile meets
agiggle…..Smiggle”
SECTION B: ANSWER
ALL THREE (3)
QUESTIONS. (50 marks)
Smiggle, arguably the world’s
hottest stationery brand, was born
in 2003. Smiggle products are
colourful, fun and fashion-forward
stationery. The first Smiggle store
was opened in Melbourne,
Australia and word spread fast
about the bright coloured pens,
notebooks and gadgets that filled a
tiny but very special place. The
concept took off and the company
soon hit 20 stores, when it caught
the eye of the Just Group – the
owner and creator of Just Jeans,
Portmans, Jay Jays, Jacquie E
and Peter Alexander. Smiggle
joined the Just Group in
2007 and in 2008 it opened
its first
international store in New Zealand.
In 2011 Smiggle expanded to
Singapore and in 2016 it said hello
to Malaysia and Hong Kong.
The product range is now bigger
than ever with the team at Smiggle
Design Lab drawing inspiration
from all over the world. Their
ultimate goal is to inspire and
develop the creative spirits of their
customers by delivering original,
fun and affordable stationery.
Smiggle products are all about
great
design and innovation, bold colour,
quirky graphics and great value.
They say that a visit to their
stores is just like a hug
from your best friend. Their
slogan is “where a smile
meets a
giggle…..Smiggle”
QUESTION ONE
Smiggle has come to RMIT at SIM to ask
for help. They want to expand to Europe
but don’t know
enough about European countries. If
Smiggle was considering the country you
studied this semester
tell Smiggle what your macro-
environmental research would suggest
about the country your group
studied and why they would need to know
about these elements
1. Smiggle has come to RMIT at SIM to ask for help. They want to expand to Europe but
don’t know enough about European countries. If Smiggle was considering the country
you studied this semester tell Smiggle what your macro-environmental research would
suggest about the country your group studied and why they would need to know about
these elements. (20 marks)
2. Smiggle uses very fashion forward continuous design. They try at all times to provide
great quality for little money. In Singapore their pencils retail for S14.40 and their
notebooks for S19.45. For the country you studied this semester, what retail price would
you recommend? Why? What pricing strategy are you recommending by suggesting this
price? What elements of the economy would you investigate to justify your pricing
strategy? (10 marks)
3. Recommend how Smiggle could launch their products and stores in the country you
studied this semester. What would be your below and above the line recommendations
and why? Based on your macro-environmental study, what customer segmentation in this
country will inform your recommendations? (20 marks)
“If You Are Working On Something That You Really Care About, You Don’t Have To Be
Pushed. The Vision Pulls You.” – Steve Jobs

Prepared by:

CHRISTINE LEAL-ESTENDER
Instructor