MNM3711 - SELF ASSESSMENT
QUESTIONS 2023
,MNM 3711
SELF ASSESSMENT
STUDY UNIT 1:
1. Define marketing and its constituent elements.
Process of planning (1) and executing the conception(2), pricing (3), promotion(4) and
distribution of ideas (5), goods and services (6) to create exchanges that satisfy individual and
organisational goals.
2. Define international marketing.
Marketing across national borders.
3. Explain the differences between marketing and international marketing.
DOMESTIC MARKETING INTERNATIONAL MARKETING
Familiar terrain for the firm Generally new and unfamiliar
Less complexity involved Deal with complexities of number of foreign
environments
Takes less effort and time Takes more effort and time
Less commitment needed on local Needs a higher level of commitment
operations
4. List the key issues in the globalisation debate.
1. Cheap imports are destroying manufac in developed and developing countries.
2. American mass media is promoting bland global monoculture.
3. Income inequality is widening.
4. Poverty in developing world persists
5. Living standards are depressed as countries compete to attract footloose capital.
5. Examine the benefits of international marketing for businesses and countries alike.
Increase sales: Selling abroad generates additional sales not possible before.
Increased profits: Increase sales generally translate into increased profits.
Reducing risks: Able to reduce effect of an economic downturn in local market.
Achieving economy of scale: Increased sales as result of exports means that firm able to
produce more with their capital.
Overcoming seasonal limitations: Can export goods to markets with seasons opposite to SA
to have more stable sales.
Extend product lifecycle: Product that has reached end of lifecycle in local market, may find
respite in market abroad.
Achieving higher level of quality: Has to become efficient in all activities, improving overall
international competitiveness.
, 6. Analyse the fundamental factors in a business that contribute to export success.
MANAGEMENT COMMITMENT: Without management commitment at snr level it is likely
that: resources will be inadequate and staff motivation will be lacking.
SOUND FINANCIAL BASE: Foreign market development can be costly. Need a sound financial
base to cope with additional strain.
EXPORTABLE PRODUCT: Product must be high in demand and meet required quality
standards.
DEDICATED PERSONNEL: Important to hire personnel that are capable and dedicated.
Amount of staff will depend on budget.
COMMUNICATION AND ADMINISTRATION SYSTEMS: Effective communication and
administration systems need to be introduced before launching.
7. Explain the stages in the process of internationalisation.
• First participate in domestic market.
1. The domestic marketer • Local firms focused on selling in city or province and then becoming national
• Have a basis on which they build an export business
2.Potential export marketer • Needs to cope with national market first
• May export occasionally or regularly.
3. The export marketer • Deliberate strategy in place - committed to exports and allocated resources
- Indirect exporter: • Indirect: When local company sells products to another local firm that then exports goods
- Direct exporter: • Direct: Takes responsibility for own exports.
• When company enters number of foreign markets
4. International marketer • Exporter begins to focus on adapting product to fit environmental differences.
• Extention of multi-domestic marketing
5. Multinational marketer • Multi-domestic company expands further by using its overseas bases to launch region export initiatives
• Co-ordinates marketing efforts in various regions around world in way in
6.Global marketer order to achieve standardised marketing efforts accross marketing mix
QUESTIONS 2023
,MNM 3711
SELF ASSESSMENT
STUDY UNIT 1:
1. Define marketing and its constituent elements.
Process of planning (1) and executing the conception(2), pricing (3), promotion(4) and
distribution of ideas (5), goods and services (6) to create exchanges that satisfy individual and
organisational goals.
2. Define international marketing.
Marketing across national borders.
3. Explain the differences between marketing and international marketing.
DOMESTIC MARKETING INTERNATIONAL MARKETING
Familiar terrain for the firm Generally new and unfamiliar
Less complexity involved Deal with complexities of number of foreign
environments
Takes less effort and time Takes more effort and time
Less commitment needed on local Needs a higher level of commitment
operations
4. List the key issues in the globalisation debate.
1. Cheap imports are destroying manufac in developed and developing countries.
2. American mass media is promoting bland global monoculture.
3. Income inequality is widening.
4. Poverty in developing world persists
5. Living standards are depressed as countries compete to attract footloose capital.
5. Examine the benefits of international marketing for businesses and countries alike.
Increase sales: Selling abroad generates additional sales not possible before.
Increased profits: Increase sales generally translate into increased profits.
Reducing risks: Able to reduce effect of an economic downturn in local market.
Achieving economy of scale: Increased sales as result of exports means that firm able to
produce more with their capital.
Overcoming seasonal limitations: Can export goods to markets with seasons opposite to SA
to have more stable sales.
Extend product lifecycle: Product that has reached end of lifecycle in local market, may find
respite in market abroad.
Achieving higher level of quality: Has to become efficient in all activities, improving overall
international competitiveness.
, 6. Analyse the fundamental factors in a business that contribute to export success.
MANAGEMENT COMMITMENT: Without management commitment at snr level it is likely
that: resources will be inadequate and staff motivation will be lacking.
SOUND FINANCIAL BASE: Foreign market development can be costly. Need a sound financial
base to cope with additional strain.
EXPORTABLE PRODUCT: Product must be high in demand and meet required quality
standards.
DEDICATED PERSONNEL: Important to hire personnel that are capable and dedicated.
Amount of staff will depend on budget.
COMMUNICATION AND ADMINISTRATION SYSTEMS: Effective communication and
administration systems need to be introduced before launching.
7. Explain the stages in the process of internationalisation.
• First participate in domestic market.
1. The domestic marketer • Local firms focused on selling in city or province and then becoming national
• Have a basis on which they build an export business
2.Potential export marketer • Needs to cope with national market first
• May export occasionally or regularly.
3. The export marketer • Deliberate strategy in place - committed to exports and allocated resources
- Indirect exporter: • Indirect: When local company sells products to another local firm that then exports goods
- Direct exporter: • Direct: Takes responsibility for own exports.
• When company enters number of foreign markets
4. International marketer • Exporter begins to focus on adapting product to fit environmental differences.
• Extention of multi-domestic marketing
5. Multinational marketer • Multi-domestic company expands further by using its overseas bases to launch region export initiatives
• Co-ordinates marketing efforts in various regions around world in way in
6.Global marketer order to achieve standardised marketing efforts accross marketing mix
