INTERNATIONAL MARKETING

International Marketing

Assignment Brief

A companys response to global market opportunities depends on managements assumptions or beliefs about the nature of the world.  The worldview of a companys 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 managers 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: