Page 123 - GLOBAL STRATEGIC MARKETING

EPRG FRAMEWORK

Ethnocentric

- Self

Reference

Criterion

Domestic techniques and Personnel are

considered superior

Ethnocentric

• 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 nationalsNo
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

•