Global Marketing
products reflect their desire to protect the company’s competitiveness in the
home market. Even governmental entities tend to protect the company’s
competitiveness in the home market. To counter this protectionism, some
organizations operate their foreign subsidiaries as independent units with
minimum interference from headquarters and allow their foreign subsidiaries to
take more responsibility, such as adapting designs and manufacturing product to
meet local needs. Conversely, other organizations operate their entire
international operations as a single, global-market segment and market the same
product worldwide maximizing economies of scale both in production and research
and development (R&D).
Discuss the three primary models of international marketing
that address the marketing mix:
ethnocentric
geocentric
polycentric
Your discussion should include the following:
Discuss the three models and how they differ.
Describe whether a company markets a product or service
influences the choice of one model over another.
Discuss how cultural differences may affect the choice of
model.
If you use sources to support your discussion, please cite
your sources.
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