文档介绍：国际市场营销英文论文
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成都信息工程大学
国际市场营销导向对企业产生的影响
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ectively known as the EPRG framework.
Ethnocentric Orientation
A person who assumes that his or her home country is superior to the rest of the world is to have an ethnocentric orientation. Ethnocentrism is sometimes associated with attitudes of national arrogance or assumptions of national superiority; it can also manifest itself as indifference to marketing opportunities outside the home country. Company personnel with an ethnocentric orientation
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see only similarities in markets, and assume that produces and practices that secceed in the home country will be successful anywhere. At some companies, the ethnocentric orientation means that opportunities outside the home country are largely ignored.
Polycentric Orientation
The Polycentric Orientation is the opposite of ethnocentrism. The term polycentric describes management’s belief or assumption that each country in which a company does business is unique. This assumption lays the groundwork for each subsidiary to develop its own unique business and marketing strategies in order to succeed; the term multinational company is often used to describe such a structure. This point of view leads to a localized or adaptation approach that assumes products must be adapted in response to diffe