International Marketing in Germany – From a cultural perspective

5.6.3
 
Promotion 
Precimeter 
advertises
in German trade journals and the advertisement is adapted according to 
German taste, having the ads in German and presenting more technological details in them. 
This creates a situation where Precimeter has a better addressed 
message, 
due to adaptation. 
Precimeter uses no 
communicator
in its advertisement.
The target group
of the advertisement is adapted reaching out for managers with mandate to 
take decisions in Germany, since the hierarchic rank makes it unnecessary to target people 
with lower rank. In Sweden, however, Precimeter also targets employees, since the way to 
decision often goes through employees. Disadvantages of the target group in Germany are 
that it includes less people which often are pretty conservative and afraid of change in order to 
save themselves.
The 
media
through which Precimeter advertises is adapted, since it needs to choose trade 
journals addressing managers with mandate to take decisions. There are many trade journals 
in Germany making it difficult for Precimeter to choose the right one, meaning a journal that 
addresses managers with mandate to take decisions.
Personal selling 
is adapted regarding local fairs where Precimeter has all its material 
translated into German in order to make more contacts. Personal selling is also adapted 
concerning the sales men. Precimeter has native German speakers being able to answer to 
advanced technological questions as well as some Swedish sellers speaking English that also 
are able to answer to advanced technological questions. The Swedish sellers are often without 
title and younger than the German ones. This sometimes creates problems when doing 
business in Germany, since Germans want to speak German in Germany. Without title, the 
Swedish sellers are not credible according to Germans, forcing the Swedish sellers to bring a 
native German seller with title. The German seller is used to German formality addressing 
people “Sie” and the German correctness.
Precimeter doesn’t apply 
sales promotion. 
However, the company does adapt the job with 
public relation.
It has contact with trade journals trying to get articles about its work in print, 
but the articles need to be of such an advanced technological level as when it has been written 
by a person with doctorial degree, which is a difficult task. Precimeter writes the articles in 
German, but is aware of the fact that it needs to adapt the work even more. 
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Precimeter Group 

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The 
direct marketing 
is also adapted having letters sent in German including more 
technological details. The direct marketing is targeted to people in the hierarchic right 
position. This is more time consuming, but of advantage since Precimeter addresses the right 
person with the right message.
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