YSGOL BUSNES BANGOR BANGOR BUSINESS SCHOOL Arholiad Ail-sefyll / Resit paper Arholiadau Diwedd Semester y Gwanwyn 2021/22 End of Spring Semester Examinations 2021/22 ASB-3439 INTERNATIONAL MARKETING Cyfarwyddiadau Cyffredinol / General Instructions: GWELER YR AIL DUDALEN PLEASE REFER TO THE NEXT PAGE Cyfarwyddiadau Penodol I’r Modiwl / Module-Specific Instructions: Atebwch 2 allan o 4 cwestiwn. Eich uchafswm geiriau yw 1000 (+/- 10%). Please answer 2 out of 4 questions. Your word limit is 1000 (+/- 10%). Provide your name, 500 number and the module code on the cover page of your answer. CYFARWYDDIADAU I BOB MODIWL YBB INSTRUCTIONS FOR ALL BBS MODULES Atebion i'w cyflwyno trwy Turnitin o fewn 24 AWR Caiff cyflwyniadau hwyr farc o sero Defnyddir Turnitin i asesu llên-ladrad a chyd-weithio Peidiwch â rhannu na chopïo eich atebion Caiff rheoliadau Ymarfer Annheg eu gweithredu fel arfer Rhaid defnyddio dyfyniadau a llyfryddiaeth pan yn briodol Dylid cyflwyno eich atebion mewn dogfen Word yn unig. O fewn y ddogfen, fe ganiateir cynnwys sgan o waith ysgrifenedig ar gyfer atebion meintiol yn unig. Yr uchafswm geiriau i bob cwestiwn yw: 1000 (+/- 10%). To be submitted through Turnitin within 24 HOURS Late submissions will be awarded a mark of zero Turnitin will be used to assess for plagiarism and collusion Do not copy and paste answers or share answers University procedures for Unfair Practice will be implemented as normal In-text citations and referencing must be used where appropriate Your answers must be submitted in a Word document only. Within the document, you are permitted to include scans of handwritten work for the quantitative answers only. Word limit per question is: 1000 (+/- 10%). Atebwch 2 allan o 4 cwestiwn. Eich uchafswm geiriau yw 1000 (+/- 10%). Please answer 2 out of 4 questions. Your word limit is 1000 (+/- 10%). 1. Analyse the role of communication in international markets and the methods of communication. Discuss the challenges faced and how businesses can overcome these challenges. Provide examples. 2. Explain what is meant by export modes, intermediate modes and hierarchical modes and how these can influence the market in which a company chooses to enter. Analyse the benefits and drawback of each mode and in your answer include: internal factors, external factors, desired mode characteristics and transaction specific behaviour. Give examples of when businesses may use each mode. 3. Compare and contrast two of the leading models which are used to explain the internationalisation process: the Uppsala (Stage) Model and the Network Model. Use examples to illustrate your answer. 4. Analyse the challenges faced by companies in building a product or service into a global brand. Give examples of companies that may have faced these challenges and how they have overcome these.