International Marketing

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Explain the terms & give examples of each term.

 

International Marketing

 

 

Assignment Brief

 

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 (250 words)

 

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All sources of secondary information must be referenced according to the Harvard referencing system. Assignments must be submitted through Moodle/Turnitin

 

 

 

 

 

 

 

Learning Outcomes addressed and assessed in this Assignment:

  • 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

Marking Scheme:

 

Category

Description

Possible Mark %

Actual Mark %

Housekeeping

Marks will be awarded for the use of an appropriate report structure using headings, numbering and logical sequence of material.  Marks will be awarded for analytical skills and strength of observations. Harvard referencing system both in the bibliography and in the main body of the text.

20%

 

Ethnocentric

Marks will be awarded for describing and researching/providing examples of ethnocentric orientation.   Marks will also be awarded for strength of observations relating to the influence this orientation can have on the 4Ps and how the firm is organised.

20%

 

Polycentric

Marks will be awarded for describing and researching/providing examples of polycentric orientation.   Marks will also be awarded for strength of observations relating to the influence this orientation can have on the 4Ps and how the firm is organised.

20%

 

Regiocentric

Marks will be awarded for describing and researching/providing examples of regiocentric orientation.   Marks will also be awarded for strength of observations relating to the influence this orientation can have on the 4Ps and how the firm is organised.

20%

 

Geocentric

Marks will be awarded for describing and researching/providing examples of geocentric orientation.   Marks will also be awarded for strength of observations relating to the influence this orientation can have on the 4Ps and how the firm is organised.

20%

 

Total

 

100%

 

 

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