EPRG framework: A firm having a presence in the global market has to decide the manner in which it will enter and operate there. Firms in the international. Different attitudes towards company’s involvement in international marketing process are called international marketing orientations. EPRG. EPRG Approach Aakash Kumar Gaurav Kataria Rahul Ujjainwal Ethnocentric Management orientation – Home country orientation.

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No systematic marketing research is conducted outside the home country, and no major modifications are made to products. The management of a company has to decide the type of orientation that a firm should give to its overseas marketing operations. Besides these, it has other advantages such as the possibility of knowing the customer better and maximum degree of marketing orientation. See full list of related question in M. Orientation towards international operations by a company, which consider export market has no difference with domestic market and hence applies domestic market techniques with overseas market.

The major advantage of this type of orientation is that it will be the most effective way of motivating the management, since the management in each country is given a free hand in framing policies and implementing them.

Geocentric approach encourages global marketing. Com ma economics ma education ma history ma political science ma psychology ma public administration master degree programs vocational courses.

This framework addresses the way strategic decisions are made and how the relationship between headquarters and its subsidiaries is shaped.

International Marketing – EPRG Framework

Ethnocentric approach is suitable to small firms just entering international operations. The general attitude of a company’s senior management team is that nationals from the company’s native country are more capable to drive international activities forward as compared to non-native employees working at its subsidiaries.


Subsidiaries are established in overseas markets and orientatioh subsidiary is given a free hand in framing policies and implementing them. A geocentric company develops standardized marketing mix, projecting a uniform image of the company and epry products for the global market. Marketing personnel are recruited from that region, regional channels of distribution are developed and policies in respect of other areas such as product, price and promotion have a regional orientation.

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A Niche Marketing is a small segment of market ignored or not properly served by large players. Not only is global trade is growing at healthy erpg, but techniques of overseas marketing is also becoming more diversified and sophisticated.

The different tax authorities and their functions are outlined below: Steps Involved in the International Marketing Process. Orientation towards international operations by a company, which recognises the common features in countries belonging to a particular geographical region and hence applies the same strategy in all the countries in a particular region.

Many of the companies involving themselves in exporting and importing of various commodities.


Finally, it tries to balance both global integration and local responsiveness. The epr assumption of this approach is that all human beings are alike.

Ethnocentric oriwntation will better suit small firms just entering international operations. The way businesses and staff view the world is described as international management orientations.

The suitability of EPRG orientation may differ not only from company to company but also from-j one marketing decision area to another within the same firm.


The polycentric orientation is the opposite of ethnocentrism. These people or otientation believe that the home country is superior. Such companies are sometimes called domestic companies. If a return is submitted after the due date, the following consequences will be applicable: See all related epgg in M.

In the present day Polycentric will prove idle for firms seriously committed to international marketing and have capacity to invest to the desired extent towards achieving their objectives. The assessee will be liable for penal int A regiocentric organization sees similarities and differences in a world region, and designs strategies around this.

Individuals have to pay tax on the following incomes: There are four types of orientations or framework towards international marketing:.


Ethnocentric companies that do conduct business orientarion the home country can be described as international companies, they adhere to the notion that the products that succeed in the home country are superior and, therefore, can be sold everywhere without adaptation.

A company with a geocentric orientation views the entire world as orientatioon potential market. Global channels of distribution are established and promotional policy is developed to project a uniform image of the firm, and its products.