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journal article
Guidelines for Developing International Marketing StrategiesJournal of Marketing
Vol. 37, No. 2 (Apr., 1973)
, pp. 14-23 (10 pages)
Published By: Sage Publications, Inc.
//doi.org/10.2307/1250046
//www.jstor.org/stable/1250046
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Abstract
The formulation of international marketing strategies is requiring more sophisticated management approaches due to the increasing importance of international business operations. The authors examine the relevance of the E. P. R. G. framework (ethnocentrism, polycentrism, regiocentrism, geocentrism) as a guideline for international marketing strategies.
Journal Information
The Journal of Marketing (JM) develops and disseminates knowledge about real-world marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. It is the premier outlet for substantive research in marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline?
Publisher Information
Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com
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Chapter 4
Exercises –Choose the best Answer
1) Natalya operates a retail store in Romania. She buys consumer
electronics from vendors in China and Japan to sell in her store. Natalya
is engaging in ________
A) importing B) licensing C) global sourcing D) franchising
2) Samanex Corporation maintains production facilities in 13 different
countries on three continents. Each facility is managed by a native of the
country where it is located. This practice is indicative of a(n) ________
attitude.
A) polycentric B) multicentric C) ethnocentric D) geocentric
3) A(n) ________ attitude is the view that employees in the host country
know the best practices for running their operations.
A) polycentric B) ethnocentric C) geocentric D) regiocentric
4) Harley Davidson makes motorcycles but in its retail stores it also sells
clothing, motorcycle accessories, jewelry, and many related products
made by other companies. Harley Davidson is engaging in ________.
A) licensing B) exporting C) global sourcing D) franchising
5) Which of the following is a multinational corporation that tailors
marketing strategies to the host country's unique characteristics
A) global company B) transnational organization
C) borderless organization D) multidomestic corporation
6) While talking with her advisor at the university, Jane deduces that she
has a(n) ________ attitude, as she has never traveled abroad and relates
well only to people from her home country.