What is ethnocentrism in marketing?

Ethnocentrism in marketing refers to the preference of products from one's own home country rather than purchasing items from other countries. It can also refer to the way a company markets its products. If a company focuses on marketing its products to the home country of which they operate in, then they are not properly marketing and, therefore, practicing ethnocentrism in that aspect as well.

In simple sense,  during the marketing process a  tendency to prefer products or people of one's own culture over those from other countries. 

Consumer ethnocentrism specifically refers to ethnocentric views held by consumers in one country, the in-group, towards products from another country, the out-group.

Consumers may believe that it is not appropriate, and possibly even immoral, to buy products from other countries.

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Ethnocentrism in marketing: give priority to a group/nation/segment on the basis of there superiority. 

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Ethnocentrism is the belief of superiority is one's personal ethnic group, but it can also develop from racial or religious differences. Ethnocentric individuals believe that they are better than other individuals for reasons based solely on their heritage

Very trivial yet a nuclear world philosophy where buyers are more linked to culture and traditional practices.Inversely proportional to Flat World Concept.Practiced still in European countries.

It is about focusing during marketing on own home desires and needs rather then  foreign or outsiders choices !

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Ethnocentrism comes with doing business domestically and internationally. As a small business owner, you must understand how the ethnocentric views of consumers can affect your operations. Although failing to understand ethnocentrism can alienate your company from consumers, if you recognize the reality of ethnocentrism you can develop a strategy to benefit from it.

Companies should maximize the benefits of ethnocentrism while minimizing its drawbacks. If your domestic market is ethnocentric, it helps to play up your ties to that country in advertising and promotions. When operating abroad in ethnocentric countries, minimize the ties to your home country by operating a foreign subsidiary under a different name and with a different marketing campaign that focuses on your ties to the local country.