Buy custom Chapter 1 summary: Warren J. Keegan: Global Marketing Management, 7th Edition
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Book Reports
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| Number of pages / Number of words: |
4 / 955 |
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Therefore, the worldview of a company can be different.
1. Ethnocentric Orientation
This person thinks that his/her home country is superior compared to the rest of the world. These people see only similarities in the foreign markets and assume that their product, as it is superior, will be successful everywhere...
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These people see only similarities in the foreign markets and assume that their product, as it is superior, will be successful everywhere. These companies have therefore a centralized Marketing Management.
2. Polycentric Orientation
This is the opposite of ethnocentrism. Here, the Management has often unconscious belief or assumption that each country is unique...
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General points of the essay
marketing in a 3rd world country
Chapter 1 summary: Warren J. Keegan: Global Marketing Management, 7th Edition
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