CEA CAPA International Marketing Final
Questions and Answers Updated 2026
alternative marketing strategies - Answer-exporting
-contractual agreements
-strategic international alliances
-foreign direct investments
exporting - Answer-direct or indirect
indirect exporting - Answer-can be done through large retailers, wholesale supply houses, trading
companies, and others that buy to supply customers abroad
-requires no equity investment (low risk, low rate of return, little control)
direct exporting - Answer-this method is the most common approach employed by companies taking
their first international step because the risks of financial loss can be minimized
planning for global markets phases - Answer1. preliminary analysis and screening
2. defining target markets and adapting to the marketing mix
3. developing the marketing plan
4. implementation and control
preliminary analysis and screening - Answer-matching company and country needs
-deciding in which existing country market to make a market investment
-company's strengths and weaknesses, products, philosophies, modes of operation, and objectives
must be matched with countries qualities
emerging markets - Answer-pose a problem because they may have inadequate market
infrastructures, distribution channels are underdeveloped, and income levels and distribution vary
among markets
steps of phase one: analysis and screening - Answer1. countries are analyzed and screened to
eliminate those that do not offer sufficient potential for further considerations
2. screening criteria are established
, 3. complete analysis of the environment
phase 2: defining target markets and adapting the marketing mix - Answer-a more detailed
examination of the components of the marketing mix (product, price, promotion, place) is made
-the primary goal of this step is to decide on a marketing mix adjusted to cultural constraints
imposed by the uncontrollable elements of the environment that effectively achieves corporate
objectives and goals
3 major questions answered in phase 2 - Answer-are there identifiable market segments that allow
for common marketing mix tactics across countries?
-which cultural/environmental adaptations are necessary for successful acceptance of the marketing
mix?
-will adaptation costs allow profitable market entry?
phase 3: developing the marketing plan - Answer-marketing plan is developed for the target market-
whether it is a single market or a global market set
-the marketing plan begins with situation analysis and culminates in the selection of an entry mode
and a specific action program for the market
-the specific plan establishes what is to be done, by whom, how it is to be done, and when. included
are budgets and sales and profit expectations
phase 4: implementation and control - Answer-planning process is dynamic, continuous set of
interacting variables with information building among phases
-an evaluation and control system requires performance-objective action; bringing the plan back on
track, should standards of performance fall short
-the system encourages the decision maker to consider all variables that affect the success of a
company's plan
-it provides the basis for viewing of all country markets and their interrelationships as an integrated
global unit
direct foreign investment - Answer-requires the most equity (greatest risk, most control, potential
highest return)
alternative marketing strategies: different entry modes depend on - Answer-stage of company
development
-market characteristics
Questions and Answers Updated 2026
alternative marketing strategies - Answer-exporting
-contractual agreements
-strategic international alliances
-foreign direct investments
exporting - Answer-direct or indirect
indirect exporting - Answer-can be done through large retailers, wholesale supply houses, trading
companies, and others that buy to supply customers abroad
-requires no equity investment (low risk, low rate of return, little control)
direct exporting - Answer-this method is the most common approach employed by companies taking
their first international step because the risks of financial loss can be minimized
planning for global markets phases - Answer1. preliminary analysis and screening
2. defining target markets and adapting to the marketing mix
3. developing the marketing plan
4. implementation and control
preliminary analysis and screening - Answer-matching company and country needs
-deciding in which existing country market to make a market investment
-company's strengths and weaknesses, products, philosophies, modes of operation, and objectives
must be matched with countries qualities
emerging markets - Answer-pose a problem because they may have inadequate market
infrastructures, distribution channels are underdeveloped, and income levels and distribution vary
among markets
steps of phase one: analysis and screening - Answer1. countries are analyzed and screened to
eliminate those that do not offer sufficient potential for further considerations
2. screening criteria are established
, 3. complete analysis of the environment
phase 2: defining target markets and adapting the marketing mix - Answer-a more detailed
examination of the components of the marketing mix (product, price, promotion, place) is made
-the primary goal of this step is to decide on a marketing mix adjusted to cultural constraints
imposed by the uncontrollable elements of the environment that effectively achieves corporate
objectives and goals
3 major questions answered in phase 2 - Answer-are there identifiable market segments that allow
for common marketing mix tactics across countries?
-which cultural/environmental adaptations are necessary for successful acceptance of the marketing
mix?
-will adaptation costs allow profitable market entry?
phase 3: developing the marketing plan - Answer-marketing plan is developed for the target market-
whether it is a single market or a global market set
-the marketing plan begins with situation analysis and culminates in the selection of an entry mode
and a specific action program for the market
-the specific plan establishes what is to be done, by whom, how it is to be done, and when. included
are budgets and sales and profit expectations
phase 4: implementation and control - Answer-planning process is dynamic, continuous set of
interacting variables with information building among phases
-an evaluation and control system requires performance-objective action; bringing the plan back on
track, should standards of performance fall short
-the system encourages the decision maker to consider all variables that affect the success of a
company's plan
-it provides the basis for viewing of all country markets and their interrelationships as an integrated
global unit
direct foreign investment - Answer-requires the most equity (greatest risk, most control, potential
highest return)
alternative marketing strategies: different entry modes depend on - Answer-stage of company
development
-market characteristics
