QUESTIONS AND
ANSWERS
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3 THE ASSIGNMENTS
You are required to submit three assignments for this module. All the assignments are important,
and they are based on all the work covered in your study material. Your final result for this module
takes into consideration your marks from all three of your assignments. Assignment 03 takes the
form of a portfolio examination, which replaces the venue-based examination.
It is very important that you plan your studies for this module properly. Try to spend at least two
hours a day on this module. Scheduling a daily study period will help you meet the various
assignment deadlines.
Answer all the questions. If you leave out any of the questions, you will not earn marks for those
questions.
To answer the questions properly, you need to conduct your own research on the relevant topic.
Do not rely purely on the information we give you in your TL501. As a final year student, you are
expected to study independently, read as widely as possible on the subject matter to broaden
your understanding of the various topics covered in this module. You are also expected to
familiarise yourself with current developments related to this specific module.
Some questions require you to state your opinion and substantiate with facts/sources, and in that
case, there will not be a right or wrong answer. This exercise essentially encourages you to
engage critically with the study material. Your arguments must be based on the content of this
module, which deals with international communication. Take care not to be irrelevant or cover
irrelevant sources and examples. Relevant examples would involve international news stories,
under sections such as the international flow of news, international media, migration issues and
challenges, and films released internationally. We reiterate, please reference your examples as
far as possible.
4 FEEDBACK ON ASSIGNMENT 1
Please take note of the following comments about assignment 01. This is not a model answer but
only guidelines pertaining to what should have been included and how the assignment should
have been treated. This will serve as a helpful guide in approaching assignment questions in an
effective way that will ensure that you cover enough (and relevant) ground in your responses to
questions.
1.1 Introduction [5]
You were expected to start off with a coherent overarching introduction in which you inform the
reader of the contents of your discussions under both questions. You should have offered an
explicit breakdown of what exactly is discussed in each of the questions of the assignment, as
well as stating exactly what themes will be covered under each of the sub-sections incorporated
into your assignment. This overarching introduction should’ve been brief but adequate. Brief, in
terms of overall length, yet adequate in terms of content covered therein (Do not exceed half a
page, was the instruction given).
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1.2 What is international marketing? Discuss the role of marketing in international
tourism. [10]
The emergence or the growth a global economy and global marketplace has increased the
importance of international marketing. International marketing can be defined as a business
strategy that is concerned about identifying the needs of prospective customers within the context
of the international markets.
Section 5.2 (Nature of international marketing) in TL501 provides the definition a conceptual
understanding of international marketing.
Most companies and businesses want to expand to foreign markets. One primary advantage of
international marketing is market expansion. It’s an opportunity to extend a brand’s customer
base.
The primary focus of this learning unit is the analysis of international marketing within the context
of international communication. Key to international marketing is the promotion and selling of
product goods and services to more than one country.
There’s no one-size-fits-all approach to international marketing. As such, brands usually have to
adopt various global marketing strategies to appeal to their diverse audience.
There are several products that have penetrated many international markets, for example, Coca
Cola, McDonalds, Apple, and Starbucks.
Coca-Cola, for example, focuses on universal values, such as sharing and happiness. However,
the brand also localizes campaigns using cultural references and endorsement deals with local
celebrities.
1.3 Identify and discuss six (6) environmental factors of international marketing. [15]
Market environments vary significantly. These environments are, in many respects, uncontrollable
(that is, they are beyond the control of the multinational companies concerned) and are forever
changing.
It is thus essential for international marketers to constantly adapt, align and differentiate their
marketing strategies as well as their product offerings.
International marketers operate under conditions, which vary significantly from country to country
as they work to promote product goods and services in foreign markets.
These varying marketing environments are often called an uncontrollable market environment.
See: Tutorial Letter 501:169 - 172
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1. Culture
Culture can be defined as a set of beliefs, customs and attitudes held by a particular group of
people or a particular society. The relevance of culture in international marketing determines and
fosters preferences for product goods and services, acceptance of different marketing symbols
and ideologies, willingness to try new products, the interaction with consumers. These cultural
differences lead marketers to change and/or adapt products to better meet local tastes. Culture
also influences product promotion.
2. Language
Language can be seen as a collection of verbal and nonverbal cues used by a specific group of
people. For products to move into different countries, it is essential that product labels be
translated into the language or languages of the host nations. Marketing communication tools or
vehicles (such as advertising, sales promotions and personal selling) also need to be translated
and adapted to the various host languages.
3. The political system
The political system of a country comprises of various stakeholders such as the government,
political parties with various ideologies, labour unions, religious organisations, environmental
activists and different non-governmental organisations (NGO).
4. Legal systems
Legal systems are essential in that they regulate both government activities, public officials and
constrain what foreign marketers can do within a country's borders. In the context of international
marketing, legal systems provide directives for instance, concerning product packaging, labelling
requirements, advertising regulations and restrictions on the kinds of products that are permitted
to enter a particular country.
5. The economic system
The economic system is defined as the means by which a country allocates resources, goods
and services to its citizens (Joshi 2014).
6. Infrastructure
Infrastructure consists of organisational and physical structures that are essential for societies to
operate. International markets are attracted largely by available infrastructure such as power
(electricity), transportation and roads, telecommunications, services and competent suppliers,
both highly and semi-skilled labour forces, civil order and effective governance.
WATCH for more on International Tourism:
VIDEO: GLOBAL MARKETING MIX
The changing face of tourism
YouTube:
https://www.youtube.com/watch?v=vRTuaTg0V5c
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