International Marketing


A company’s response to global market opportunities depends on management’s assumptions or beliefs about the nature of the world.  The worldview of a company’s personnel can be described as ethnocentric, polycentric, regiocentric and geocentric.  The orientations are collectively known as the EPRG framework.


You are required to write a report describing these four management orientations and analyse how each can influence manager’s approach to international marketing activities.


Your report should be structured as follows:


  1. Introduction
  2. Ethnocentric orientation
  3. Polycentric orientation
  4. Regiocentric orientation
  5. Geocentric orientation
  6. Conclusion
  • Describe the nature of international marketing and be familiar with the key trends and developments in this area.
  • Explain the approaches to entering international markets
  • Be aware of the key decision areas in planning international marketing strategies

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