Page 122 - GLOBAL STRATEGIC MARKETING

4 The Social and Cultural Environment

Learning Outcomes

At the end of this unit you should be able to:

• Discuss and evaluate social and cultural influences impacting on
international marketing strategy

• Understand the differences in social/cultural conventions that affect
buyer behaviour and marketing approaches in international markets

• Appreciate the different theories on culture and realise the effect this
has on strategy development

Progression to Global Marketing

EPRG FRAMEWORK

Ethnocentric
Polycentrism Regiocentrism Geocentrism
- Home - Host country - A regional - A world
country

orientation orientation orientation orientation

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