Sample questions – Global Marketing Management
Please find below questions from previous years which will give you an idea as to the type of questions that you might get asked
Competitive Advantage:

* Consider the role of CSAs and FSAs in the development of a firm’s competitive advantage and critically assess how these can be transferred and used effectively to compete in foreign markets. Use one of the case studies featured in the module seminar programme to illustrate your answer.

* Critically evaluate what is meant by competitive advantage and the key elements involved in it. Highlight the frameworks that may be useful to global marketers in the analysis of what constitutes their brand’s competitive advantage and whether this might be transferable to foreign markets. Use examples to illustrate your argument
Culture

* What is meant by culture and how can Hofstede’s cultural typologies and Hall’s contexts help Western marketers better understand foreign market cultures? Use examples of specific counties and/or regions to help illustrate your answer.

* What is culture? Is it important for international marketers to take account of or is globalisation going to make it a thing of the past
Standardisation/ adaptation

* Highlight the distinguishing differences between localisation and adaption of products and analyse the advantages and disadvantages associated with standardised global product strategies. Using examples to help illustrate your answer, critically evaluate when each of these approaches may be most appropriate.

* “As markets are becoming borderless, marketing strategies that fail to recognise the similarities among markets can be at a competitive disadvantage” (Levitt 1983). Critically evaluate the arguments for and against adopting a standardised approach to global marketing with particular emphasis