MAASAI MARA UNIVERSITY
REGULAR UNIVERSITY EXAMINATIONS 2013/2014 ACADEMIC YEAR
FOURTH YEAR SECOND SEMESTER
SCHOOL OF BUSINESS AND ECONOMICS
BACHELOR OF HOTEL AND HOSPITALITY MANAGEMENT
COURSE CODE: BHM 408
COURSE TITLE: INTERNATIONAL MARKETING
DATE:23RD APRIL 2014 TIME: 9.00AM – 12.00PM
INSTRUCTIONS TO CANDIDATES
SECTION A is compulsory
Answer any TWO questions in SECTION B
This paper consists of 2 printed pages. Please turn over.
Section A. Attempt all the questions from this section. 30 Marks
Question one
a) Using examples, explain how environmental differences may affect product design. (3 Marks)
b) Explain how each of the following factors below may influence the design of the hospitality product. Use examples to support your answer.
i) Income
ii) Age
iii) Education
iv) Religion (4 Marks)
c) While going global, a firm has to decide whether to handle its own distribution or contract part of the distribution function to other firms. List;
i) the advantages of contracting the distribution function
3 Marks)
ii) the disadvantages of contracting the distribution function
(4 Marks)
d) Differentiate between domestic marketing and international marketing. (8 Marks)
e) The task of promotion (advertising) is the same whether for domestic or international market- to communicate information and persuade. In achieving this objective, a company must choose between using a global brand name or develop a local brand name. List the advantages and the disadvantages of developing a global brand name. (8 Marks)
Section B. Attempt any TWO questions from this section. 40 marks
Question two
The process of going international is gradual and requires much research and the development of long-range plans. However, in entry to a foreign market, a company may not to make any foreign market investment, but be involved in the international market eventually. Explain 5 phases of international involvement based on the above statement. (20 Marks)
Question three
Discuss the following international marketing orientations. Use relevant examples to support your answers.
i) Domestic market orientation
ii) Multi-domestic market orientation
iii) Global marketing orientation (20 Marks)
Question four
Explain the role of the following environmental factors in shaping the task of marketing hospitality services internationally.
i) Legal and political forces
ii) Cultural forces
iii) Geographical and infrastructure forces
iv) Level of technology
v) Competition forces (20 Marks)
