International Marketing Model
International Marketing Model
In some countries, consumer
attitudes toward foreign 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:
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- 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.Body should be 5-6 pages.
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