INDEX NUMBER ................................ SIGNATURE .............................. .

UNIVERSITY OF GHANA
(All rights reserved)

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

DEPARTMENT OF DISTANCE EDUCATION
MKTG 404: INTERNATIONAL MARKETING (3 CREDITS)
SUPPLEMENTARY RESIT EXAMINATION 2021/2022
(LEVEL 400)

INSTRUCTION: ANSWER ALL QUESTIONS ON THE QUESTION PAPER

TIME ALLOWED: Two Hours (2hrs)

SECTION A

1. The prime function of global marketing is not to make and sell what international buyers want,
rather simply selling whatever can be most easily made firms.
a. True
b. False

2. According to the EU definition, LSEs (Large-scale enterprises) are firms with more than
_ _ _ employees.
a. 120
b. 100
c.250
d.50

3. What does SMEs stand for in business terms?

a. Small and minor enterprises
b. Small and medium-sized enterprises
c. Similar and medium scale enterprises
d. Small and medium-scale enterprises

Examiners: Dr Raphael Odeem and Dr Frank Akasreku loflS

4. Normally the LSEs ,yill be risk-averse because of their decision- making model that emphasizes
_______________ with a focu.s on long-term opportunities.
a. Small increlnental steps
b. Large progressing steps
c. Profit making· plans
d. Low incremental steps

5. Because of the shorter communication lines between the enterprise and its customers, SMEs can
react in a quicker and more flexible way to customer enquiries.
a. True
b. False

6. The trend of firms buying, developing, producing and selling products and services in most -
countries and regions of the world is known as _ _ _ _ _ _ _ _ _ _ __
a. Internationalization
b. Globalization
c. Global marketing
d. International Marketing

7. ____________ is doing business in many countries of the world, but often limited
to a certain region.
a. International business
b. Globalization
c. Internationalization
d. Global business

8. is the strategic behaviour of firms which depends on the

international competitive structure within an industry.
a. Internationalization strategy
b. Global marketing behaviour
c. Industry globalism
d. Globalization structure

9. The degree of preparedness to go global is not dependent on the firm's ability to carry out
strategies in the international marketplace.
a. True
b. False

10. Which of the following can be recognized as one of the forces for market responsiveness in
globalization?
a. Cultural differences
b. Worldwide communication
c. Global village
d. Standardized worldwide technology

Examiners: Dr Raphael Odoom and Dr Frank Akasreku 20CIS

11. Moving a\i\!ay from the globalization trends and regarding each market as special, with its own
economy, clJlrure and religion.
a. Specialization marketing
b. Deglobalization
c. Diverse globalization
d. Differentiation business

12. is the categorization of a firm's activities providing value for the

customers and profit for the company.
a. Value creation
b. Profit making
c. Value Chain
d. Increase productivity

13. In competitive terms, is the amount that buyers are willing to pay for what a firm
provides them with (perceived value).
a. Value
b. Cost price
c. Profitable rate
d. Competitive price

14. is a function of either providing comparable buyer value more

efficiently than competitors or performing activities at comparable cost but in unique ways that
create more customer value than the competitors are able to offer and, hence, command a premium
price.
a. Differentiation
b. Competitive advantage
c. Value creation
d. Cost improvement

15. is the activities concerned with receiving, storing and distributing the
inputs to the product/service. These include materials, handling, stock control and transport.
a. Inbound logistics
b. Outbound logistics
c. Service control pattern
d. Products handling

16. The transformation of the various inputs into the final product or service is known as

a. Production
b. Operations
c. Transformation
d. Servicing

Examiners: Dr Raphael Odoom and Dr Frank Akasreku 30flS

17. is the means whereby consumers/users are made aware of the
product/service and are able to purchase it.
a. Production
b. Servicing
c. Marketing and Sales
d. Wholesaling

18._________________ are the activities that enhance or maintain the value of a

product/service.
a. Service
b. Maintenance
c. Preservation
d. Insurance

18. refers to the process of acquiring the various resource inputs to the
primary activities (not to the resources themselves).
Technology development
a. Procurement
b. Production
c. Handling
d. Processing

19. The use of products in combination with services to engage the individual customer in a way
that creates a memorable event known as
a. Customer Experience
-------------------
b. Memory creation
c. Products and services hype
d. Customer value

20. Generally, firms go through some kind of mental process in developing global marketing plans.
In small and medium-sized enterprises (SMEs) this process is normally informal; in larger
organizations it is often more ..................... .
a. Systematized
b. Formal
c. Indirect
d. Direct .

21. The third stage in the decision model in global marketing involves?
a. Designing the global marketing programme
b. Deciding which markets to enter
c. Market entry strategies
d. The decision whether to internationalize

Examiners: Dr Raphael Odoom and Dr Frank Akasreku 40CIS

22. The first stage in the decision lliodel in global marketing involves?
a. Market entry strategies
b. The decision whether to internationalize
c. Deciding which Inarkets to enter
d. Designing the global marketing programme

23. Specialist expertise is often a constraint for SMEs because managers in small businesses tend
to be specialists rather than generalists.
a. True
b. False

24. Global marketing expertise is often the first of the business disciplines to be acquired by an
expanding SME.
a. True
b. False

25. The observable output of an organization's activity is a result of the mix between the intended
('planned') strategy and the emergent ('not planned') strategy.
a. True
b. False

26. In principle, a firm can influence the degree of industry globalism, as it is not mainly
determined by the international marketing environment.
a. True
b. False

27 ................. refers to the accumulated volume in production, resulting in lower cost price. per
urnt .
a. Economies of scale
b. Production efficiency
c. Economies of scope
d. Production scale

28 ................... . refers to reusing a resource from one business/country In additional

businesses/countries.
a. Economies of scope
b. Economies of scale
c. Outsourcing
d. Comparative advantage

29. LSEs have shorter communication lines between the enterprise and its customers. As a result,
they can react in a quicker and more flexible way to customer enquiries.
a. True
b. False

Examiners: Dr Raphael Odoom and Dr Frank Akasreku 50r15

30. The challenge in capturing the economies of scope at a global level lies in being responsive to
the tension between two conflicting needs: the need for central coordination of most marketing
mix elements and ............... .'.......................... .
a. the need for local autonomy in the actual delivery of products and services
b. the ability to network with giant industries
c. the ability to diversify
d. the need to acquire foreign resources.

31 .................. is defined as the firm's commitment to coordinate its marketing activities across
national boundaries in order to find and satisfy global customer needs better than the competition.
a. Global marketing
b. Internationalization
c. Production orientation
d. Product concept

32. In ............... orientation, the world is regarded as getting smaller and smaller. Therefore, the
firm may offer global product concepts but with local adaptation.
a. Geocentric
b. Regiocentric
c. Ethnocentric
d. Polycentric

33 ...................... refers to recognizing the similarities between international markets and

integrating them into the overall global strategy.
a. Global integration
b. Polycentric
c. Ethnocentric
d. Geocentric

35 ..................... a model for solving problems in a service environment, similar to workshops.

Value is created by mobilizing resources and deploying them to solve a specific customer problem.
a. Value networks .
b. Value shops
c. Value proposition
d. Value-chain model

36 ................. is not taking place if an international marketer is serving a customer that operates
in just one country.
a. Global scope
b. Synergy effect
c. Economies of scale
d. None of the above

Examiners: Dr Raphael Odoom and Dr Frank Akasreku 6orI5

 37. The challenge in capturing the ................. at a global level lies in being responsive to the
tension between two conflicting needs: the need for central coordination of most marketing mix
elements, and the need for local autonomy in the actual delivery of product and services.
a. Economies of scope
b. Economies of scale
c. Synergy effect
d. None of the above

38. The .............. often serve many different markets (countries) on more continents and are
thereby able to transfer experience acquired in one country to another.
a. Small and medium-sized enterprises
b. Large-scaled enterprises
c. Managers
d. International market intermediaries

39. Controls with regards to ........... orientation is highly centralized and the organization and
technology implemented in foreign locations will be largely the same as in the home country.
a. Ethnocentric
b. Polycentric
c. Regiocentric
d. Geocentric

40 ................ is the development and selling of products or services intended for the global
market but adapted to suit local culture and behaviour. (Think globally, act locally.)
a. Glocalization
b. Globalization
c. Localization
d. Indigenisation

41. The term ........... refers to the phenomenon in which the world's population shares commonly
recognized cultural symbols
a. Global village
b. Cultural homogenization
c. Worldwide market
d. Standardize worldwide

42. Internationalization deals with the choice between - - - - - - -

a. exporting and foreign direct investment
b. importing and foreign direct investment
c. traditional and foreign direct investment
d. none of the above

Examiners: Dr Raphael Odoom and Dr Frank Akasreku 70f15

43. The three (3) models explaining the internationalization process of firms includes Uppsala
internationalization model, transaction cost analysis nlodel and the ................................. .
a. Network model
b. Born global model
c. Globalization model
d. International trade model

44. What is/are the condition(s) that need to be satisfied internationalization _ _ _ _ _ _ __

a. Internalization advantages
b. Ownership advantages
c. Locational advantages
d. All the above

45. The following are factor endowments for locational advantage except _ _ _ __
a. Labour
b. Communication channel
c. Connections
d. Components

46. is an individual manager's perception of the differences between

the home and the foreign market.
a. Cultural distance
b. Psychic distance
c. Global distance
d. International distance

47. How many dimensions of 'distance' does psychic distance consist?

a.2
b.3
c. 5
d.4

48. The following are all international marketing mix except _ _ _ _ _ _ __

a. People
b. Price
c. Place
d. Product

49. The degree to which cultural values in one country are different from those in another country
is called
---------
a. Cultural distance
b. Psychic distance
c. Global distance
d. International distance

Examiners: Dr Raphael Odoom and Dr Frank Akasreku 80f15

50. The main consequence of ................... is that firms tend to intensify their commitment to
foreign markets as their experience grows
a. Uppsala internationalization model
b. Psychic model
c. Transaction cost approach
d. Life cycle concept of international trade

51. "no regular export activities" a stage in the Uppsala Internationalization model can also be
known as
--------------------
a. Export modes
b. Sporadic export
c. Foreign production
d. None of the above
52. An export mode is the stage of the Uppsala Internationalization model.
a. First
b.Second
c. Third
d.Fourth

53. ____________ is the initiator of the communication process.

a. Seller
b. Buyer
c. Producer
d. None of the above

54. Communication is effective when

a. There is no noise
----------------------------
b. There's a clear understanding of the message
c. The communication channel is right
d. They use the right medium

55. The following are factors affecting communication situation except _______
a. Language differences
b. Economic differences
c. Sociocultural differences
d. Barrier differences

56. The basic assumption in the network approach is that the international firm can be analysed as
an isolated actor but has to be viewed in relation to other actors in the international environment.
a. True
b. False

Examiners: Dr Raphael Odoom and Dr Frank Akasreku 90fIS

 57. The concept of market commitment is assumed to contain two factors -the amount of resources
committed and the .......................... .
a. Degree of commitment
b. Level of preparedness
c. Level of knowledge
d. All of the above

58. The underlying assumption in the Uppsala model is that internationalization is a slow, time-
consuming and iterative process.
a. True
b. False

59. The six dimensions of internationalization include all the following except
a. Sales objects
b. Operations methods
c. Markets
d. Finance
e. All of the above

60. One major criticism of the Uppsala model IS that, it does not take into account
.interdependencies between different country markets
a. True
I b. False

SECTIONB
Answer only one question in this section

Qla. Demonstrate, with examples, how both internal and external triggers motivate firms to
internationalise. Its talking about the reasons why firms internationalize using the internal and esternal
reasons
Qlb. Explain the barriers hindering internationalization initiation
(40 Marks)
Q2. Exporting is a favoured method of going international by Ghana government. Explain
the entry modes available to potential exporters.
This part is chapter 7 and 8. The entry mood are licensing,
(40 ventures,
franchising, piggyback, joint Marks) EMCs, Management
contract etc.

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Examiners: Dr Raphael Odoom and Dr Frank Akasreku 10 of 15
Examiners: Dr Raphael Odoom and Dr Frank Akasreku 11 of 15
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Examiners: Dr Raphael Odoom and Dr Frank Akasreku 12 of IS

Examiners: Dr Raphael Odoom and Dr Frank Akasreku 13 of 15
Examiners: Dr Raphael Odoom and Dr Frank Akasreku 14 of 15
Examiners: Dr Raphael Odoom and Dr Frank Akasreku 15 of 15