International Marketing



Introduction

The design of the international marketing depends largely on the prevailing basic principles of management regarding the edited from national markets. Here, there are three different forms: the ethnocentric, polycentric and geocentric orientation.

Ethnocentric Orientation

Ethnocentrism is the tendency to judge others in terms of the norms of one's own group, culture, or class and to assert the alleged superiority of one's own group. This approach assumes that overall feeling of operation, manufacturing, marketing and all other activities are enough. Companies with this particular approach assume that the practices used in home country with respect to product, services, marketing strategies etc. can be generalized to all other countries where they expand. Ethnocentric companies lead by the notion that their product and services that advance in the home country are superior and thus they follow standardized approach to marketing being myopic that they do well at home (Cayla, 2008). In such situation, businesses tend to base all of their foreign marketing decisions planned at the home base with minimal or no difference in the product strategy, distribution, promotion and pricing efforts (Ozsomer, 2000).

Geocentric Orientation

In geocentric orientation, the firms accept a worldwide approach to marketing and its operations become global. Geocentric or global orientation is an approach to international management whereby the management believes that the global view is required in both cases, the centers of their native country and in its various branches. Be it local managers or managers of a foreign country, they must successfully solve the problems and objectives. Almost all over the world leaders are considering major decisions with a global perspective, asking: "Where in the world, we need to earn money, build factories, develop and implement new ideas to serve our current and future customers?" (Cayla, 2008). This is the most sophisticated approach is that it requires ...