Question

Illustrate global marketing through EPRG framework with suitable examples.

Answer 1

Hey Mate!

ANS:

Different attitudes towards company’s involvement in international marketing process are called international marketing orientations.

EPRG framework was introduced by Wind, Douglas and Perlmutter. This framework addresses the way strategic decisions are made and how the relationship between headquarters and its subsidiaries is shaped.

Ethnocentric Orientation:

• The practices and policies of headquarters and of the operating company in the home country become the default standard to which all subsidiaries need to comply.
• Such companies do not adapt their products to the needs and wants of other countries where they have operations.

Regiocentric Orientation:

• In this approach a company finds economic, cultural or political similarities among regions in order to satisfy the similar needs of potential consumers.
• For example, countries like Pakistan, India and Bangladesh are very similar. They possess a strong regional identity.

Geocentric Orientation:

• Geocentric approach encourages global marketing. This does not equate superiority with nationality.
• Irrespective of the nationality, the company tries to seek the best men and the problems are solved globally within the legal and political limits.

Polycentric Orientation:

• In this approach, a company gives equal importance to every country’s domestic market.
• This approach is especially suitable for countries with certain financial, political and cultural constraints.

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