Explain the four management orientations marketing managers may take to international marketing.
- Ethnocentric orientation (when a company believes that their country is superior to the rest of the worlds, so they don't change their product when selling it abroad to adhere to the new location.
- Polycentric Orientation (the idea that every country in which a company does business is unique. Each subsidiary must develop its own unique business and marketing strategies).
- Regiocentric Orientation (when a company is only focused on developing and selling its products in a specific region (North America, Europe)).
- Geocentric Orientation (when a company views the entire world as a potential market and strives to develop integrated global strategies.