IM unit 1.pptx - Chapter 1 International Marketing An Introduction Incase you missed 3 June was National donut day Dunkin Donuts China was serving up a

IM unit 1.pptx - Chapter 1 International Marketing An...

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Chapter 1 International Marketing : An Introduction
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Incase you missed 3 June was National donut day Dunkin Donuts China was serving up a fresh batch of dry pork and seaweed donuts. With over 3,100 stores in 30 countries outside of the U.S., Dunkin Donuts has evolved its menu to satisfy the sweet tooth of its global customers
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EPRG FRAME WORK OF IM CONCEPT It is companies management orientation towards internationalization of the firms operation
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EPRG FRAMEWORK Ethnocentric - Home country orientation Polycentrism - Host country orientation Regiocentrism - A regional orientation Geocentrism - A world orientation 7
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8 EPRG FRAMEWORK Ethnocentric - Self Reference Criterion
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Overseas operations are viewed as secondary to domestic operations Considered as a means to dispose of surplus domestic production Plans for overseas market are developed in the home office, utilizing policies and procedures identical to those employed in the domestic market Overseas marketing is looked after by home country nationals 9
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No systematic research is conducted overseas No major modifications are made to products sold in overseas markets Prices are calculated on the same basis as in the home market with the addition of overseas distribution costs Promotion and distribution strategies are similar to that employed in the home country Strong reliance on export agents
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EPRG FRAMEWORK Polycentrism - Host country orientation 11
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Subsidiaries are established in overseas market Each subsidiary operates independently with its own marketing objectives and plans Marketing activities are organized on country by country basis Marketing research is conducted independently in each country Separate product lines are developed in each country Home country products are modified to meet local needs.
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Polycentric continued Each subsidiary will have its own pricing and promotion policy Sales personnel from those countries Traditional channels of distribution of those countries Eg. McDonalds – Veg burgers in India McDonald’s does not use multiple 4’s in advertising prices in China; four sounds like the word death . 13
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EPRG FRAMEWORK Regiocentrism - A regional orientation 14
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EPRG FRAMEWORK Geocentrism - A world orientation
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Regiocentric and Geocentric Region or entire world as potential market Firm develops policies and organizes activities on a regional or worldwide basis Marketing personnel from the region or from any country Standardized product lines for regional or worldwide markets Regional or Global channels of distribution are also developed Eg for Regional centric D Mart or
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  • Fall '19
  • Mallika Sankar

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