Author Question: Certain individuals, such as famous athletes, politicians, and movie stars, have influence because: ... (Read 125 times)

fbq8i · **on:** Jun 29, 2018

Certain individuals, such as famous athletes, politicians, and movie stars, have influence because:
A) consumers have difficulty making their own decisions.
B) their power or expertise makes others want to follow.
C) of the primary reference group influence exerted by them
D) of the cognitive dissonance created by them.
E) of the dissociative reference group influence elicited by them.

Question 2

Explain the EPRG Framework.

kescobar@64 · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

B

Answer to Question 2

EPRG stands for ethnocentric, polycentric, regiocentric, and geocentric. It is useful for understanding the way a firm views international marketing. The ethnocentric firm (e.g., Eli Lilly) is guided by a domestic market extension concept. International operations and customers are considered secondary to domestic operations and customers. The polycentric firm is guided by a multidomestic market concept. This firm assumes that each market is unique and needs to be addressed individually. The company is decentralized. The regiocentric firm is guided by the global marketing concept. It vies regions as distinct markets and use region-wide marketing. A geocentric firm is also guided by the global marketing concept. The geocentric company looks for a uniform consumer segment, which allows the company to offer a standard product and a standard marketing campaign. This promotes cost savings for the firm.