International Marketing Approaches: Polycentrism, Ethnocentrism, Geocentrism

INTERNATIONAL
MARKETING

P7 International marketing approach that
organization can adopt
• International Marketing termed out as the act of business activities that is mainly designed to design,
value, encourage, and direct the flow of a business’s goods and services to consumers or users in more
than one state for a profit. Thus, approaches to international marketing are outlined as-:
• Polycentrism- It is termed out as the international recruitment method in which HR can recruits the
personnel for the international business.
• Under this, the nationals of host country mainly get recruited for managerial positions to carry
operational activities for subsidiary firms.

CONT..
• Ethnocentrism- This is one of the method of international recruitment in which HR recruits the right
person for the right job for undertaking international business activities.
• Henceforth, this can be stated that Ethnocentrism in marketing termed out as the preference of products
from one's own home country rather than purchasing items from other countries.
• Geocentrism- This is termed out as geocentric which can be termed out as firm management looks at
opportunities on a global scale.
• They do not put focus on the way that business gets done in a given country this aids to represent that
how to conduct business anywhere in the world, based on common ways of communicating.