Unit: International Marketing

Section B (Answer the two questions below)

Question 1:

Identify examples of successful global brands that have adopted product standardisation and compare them to successful global brands that have implemented product adaptation. Discuss reasons for the success of these standardisation and adaptation approaches. (10 Marks)

Question 2:

There are several conditions under which grey markets operate. Examine the consequences of grey markets within the fashion industry. What strategies can international companies adopt to manage each of these consequences? (10 Marks)