4.3 - Global marketing

Question 1

What is an ethnocentric, polycentric and geocentric marketing approach

Answer 1

Different marketing approaches:
* ethnocentric - standardised product and marketing stratergy
* polycentric - tailoring product and marketing streatergy to local markets
* geocentric -mixed

Question 2

Define glocalisation

Answer 2

Glocalisation is a strategy where businesses aim to reach customers globally and also take into consideration the needs of the local market