International Marketing in Germany – From a cultural perspective

 
List of Tables 
T
ABLE 
1.1
 
G
ENERAL 
F
ACTS
 ............................................................................................................................... 3
 
T
ABLE 
1.2
 
E
XPORTS AND 
I
MPORTS
 ..................................................................................................................... 4
 
T
ABLE 
2.1
 
A
N 
O
VERVIEW OF THE 
F
RAME OF 
R
EFERENCE
 .................................................................................... 9
 
T
ABLE 
3.1
 
C
OMPARISON BETWEEN 
C
OMMUNICATION 
A
PPROACHES
 .................................................................. 39
 
T
ABLE 
3.2
 
I
NTERVIEWED 
C
OMPANIES
 .............................................................................................................. 42
 
T
ABLE 
6.1
 
A
 
C
OMPARISON BETWEEN 
S
TANDARDIZED VS
.
 
A
DAPTED 
P
RICING 
M
IX
 ............................................. 68
 
T
ABLE 
6.2
 
A
 
C
OMPARISON BETWEEN 
S
TANDARDIZED VS
.
 
A
DAPTED 
P
RODUCT 
M
IX
 ........................................... 70
 
T
ABLE 
6.3
 
A
 
C
OMPARISON BETWEEN 
S
TANDARDIZED VS
.
 
A
DAPTED 
P
ROMOTION 
M
IX
 ....................................... 71
 
T
ABLE 
6.4
 
A
 
C
OMPARISON BETWEEN 
S
TANDARDIZED VS
.
 
A
DAPTED 
P
LACE 
M
IX
................................................ 73
 

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1 
1
 
BACKGROUND, PROBLEM AREAS AND PURPOSE 
 
In this chapter, we present an introduction to our subject. Starting with a brief overview over 
marketing and culture, thereupon we introduce Germany and relevant facts. We round up 
with a problem discussion that is followed by problem definition, purpose, delimitations and 
perspectives. At last, we present a general outline of the thesis. 
1.1
 
Choice of Subject
Marketing is of high interest to us and after one year of studying in Germany, we have also 
developed a strong interest in Germany and its culture. Hence, we wanted to use the 
opportunity of this essay to deepen our knowledge about Germany and apply marketing 
theory focusing on German culture and its effects on Swedish companies’ marketing mix. 
There is a difference in culture between Sweden and Germany that needs to be taken into 
account, but not all Swedish companies consider this. Our wish is that this thesis will be of 
help to companies interested in Germany as target market. Since we are both very interested 
in German culture and in marketing the choice of subject was natural. 
1.2
 
Marketing and Culture
There are several reasons for a company to internationalize. Prior to the internationalization 
process, the company stands for great possibilities, but also for great challenges. It will face a 
new culture, which means that domestic marketing knowledge needs to be combined with 
international marketing knowledge in the creation of their marketing mix for the new target 
market. Hence, we find it important to introduce central concepts such as international 
marketing, the marketing mix and internationalization and culture.