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IB3L70_A
UNIVERSITY OF WARWICK
Department Warwick Business School
Level 3
Module Code IB3L70
Module Title Global Issues in Marketing
Exam Paper Code IB3L70_A
Exam Paper Title IB3L70_ Global Issues in Marketing_Exam
Paper_Summer 2021-22
Duration 2 hours
Exam Paper Type 24-hour window – Open Book
STUDENT INSTRUCTIONS
1. Read all instructions carefully. We recommend you read through the entire paper at least
once before writing
2. There are 5 questions. Students should attempt 3 questions
3. You should not submit answers to more than the required number of questions
4. All questions carry the same number of marks
5. Where handwritten answers are permitted, please ensure you write legibly, preferably in
dark blue or black ink. If you use a pencil, please ensure it is not too faint to be captured by
scan or photograph. It is your responsibility to ensure your work can be read
6. If uploading photographs or scanned copies of your work, please check for legibility
before uploading. It is your responsibility to ensure your work can be read
7. Add your student number to all uploaded files
8. You are permitted to access module materials, notes, resources, references and the
internet during the online assessment
9. You must not communicate with any other candidate during the assessment period,
unless instructed to do so as part of the assessment requirement(s)
10. By starting this assessment, you are declaring yourself fit to undertake it. You are
expected to make a reasonable attempt at the assessment by answering the questions in
the paper
IB3L70_A
IMPORTANT INFORMATION
We strongly recommend you use Google Chrome or Mozilla Firefox to access the
Alternative Exams Portal
You must have completed and uploaded the assessment before the 24-hour assessment
window closes
You are granted an additional 45 minutes beyond the stated duration (2 hours) of this
assessment to allow for downloading/uploading your assessment, your files and any
technical delays
Late submissions are not accepted. Once started, you must complete the assessment
within 2 hours (+45 minutes upload/download time)
If you are unable to submit your assessment, you can record Mitigating Circumstances
and the Board of Examiners will consider your case
Students with approved Alternative Exam Arrangements (Reasonable Adjustments) that
permit extra time and/or rest breaks will have this time added on to the stated duration
SUPPORT DURING THE ASSESSMENT
Operational Support
Use the Alternative Exams Portal to seek advice immediately if during the
assessment period:
o you cannot access the online assessment
o you believe you have been given access to the wrong online assessment
Operational support will be available between 09:00 and 17:00 UK TIME for each
examination (excluding Sunday)
Technical Support
If you experience any technical difficulties with the Alternative Exam Portal please
contact helpdesk@warwick.ac.uk
Technical support will be available between 09:00 and 17:00 UK TIME for each
examination (excluding Sunday)
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IB3L70_A
Academic Support
If you have an academic query, contact the invigilator (using the ‘Contact an
Invigilator’ tool in AEP) to raise your issue. Please be aware that two-way
communication in AEP is not currently possible
Academic support will normally be provided for the duration of the online
examination (i.e. for a 2 hour (+45 min) exam starting at 09:30 UK TIME, academic
support will normally be provided between 09:30 and 12:15 UK TIME). Academic
support beyond this time is at the discretion of the department.
Other Support
Write to your department immediately if you cannot complete your assessment
for the following reasons:
o you lose your internet connection
o your device fails
o you become unwell and are unable to continue
o you are affected by circumstances beyond your control
Your assessment starts below.
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IB3L70_A
PLEASE ANSWER THREE QUESTIONS ONLY
1. Discuss the relative importance of ‘formal’ and ‘informal’ institutions when evaluating
a potential market entry strategy. Reflecting upon your chosen international market
and market entry strategy for Forta, evaluate the factors that you believe were most
influential when making your choice between potential international markets.
2. Discuss the range of functions that international marketing communications perform
within the context of international marketing strategy. For your chosen international
market and market entry strategy, evaluate the relative importance of internal and
external communications functions.
3. Reflect upon your chosen market and market entry strategy for Forta and evaluate the
following statement:
“When it comes to managing the marketing mix on an international or
global scale, the benefits of standardization far outweigh those of
adaptation.”
4. Discuss the factors that need to be taken into consideration when selecting a pricing
approach as part of a new market entry strategy. Reflecting upon your chosen market
and market entry approach, identify which pricing strategy you believe would be most
appropriate and justify your choice.
5. Distinguish between ‘indirect’ and ‘direct’ approaches to distribution strategy.
Reflecting upon your chosen market and your proposed entry strategy for Forta,
evaluate the relative merits of each.
End of Paper