国际市场营销学课后答案chapter 1 outline(3)

Global Marketing: International marketing activities that do not have a country or a region focus and that are possibly due to the emergence of global consumer segments and efficient global allocation of company talent and resources.

Polycentric Orientation: Company strategies predicated on the assumption that each country’s market in unique and should be addressed individually, with a country-specific marketing mix.

Geocentric Orientation:

Regiocentric Orientation: Company strategies that view world regions as distinct markets that share economic, political, and cultural traits that will respond to a region-wide marketing approach.

REVIEW QUESTIONS:

True/False

1. True

2. True

3. True

4. False

5. False

Multiple Choice

1. C

2. C

3. A

4. C

5. B