Global marketing

Question 1

Domestic/ethnocentric

Answer 1

Assumes that what works in domestic markets will work in international markets
-Effective for international consumers who value authenticity

Question 2

Mixed/geocentric

Answer 2

Recognises differences in domestic markets, but main aim of marketing strategy = build a truly global brand

Question 3

International/polycentric

Answer 3

Recognises that every domestic market requires a different marketing mix
>Products specifically adapted to meet needs of local markets