International Marketing in Germany – From a cultural perspective

7.1.2
 
Product 
After analyzing the product mix as a marketing mix tool, we have concluded that 
standardization of large parts is possible and common for that aspect. Regarding the function 
of the core product as well as standardization of the actual product, the standardization is due 
to convenience, economies of scale and having a consistent brand and not due to German 
culture. However, even if standardized it is important to keep German norms and standards in 
mind. 
Most important German cultural factors when adapting the product as a marketing mix tool 
are: 
The German language making Swedish companies adapt the labels of the products to 
German 
The German language, behavior, importance of detailed knowledge and the 
importance of titles propose Swedish companies to adapt their after-sales services 
having German native speakers that are used to German behavior, and have the 
necessary title as well as detailed knowledge of the products 
The German preferences of quality suggest Swedish industrial companies to adapt the 
warranty service having an extended warranty time to show that the products are of 
good quality 
This implies that German culture isn’t very important when deciding about standardizing of 
the core products as well as standardization of the actual product. However, the 
standardization of the product has to fit the German culture, implying that knowledge of 
German culture is important. Beyond this, the adaptations that have been made are due to 
German culture. 
7.1.3
 
Promotion 
Based on the promotion analyses, we conclude that the overall promotion mix as a marketing 
mix tool seems to be hard to standardize. The standardizations that are made are all within the 
garment industry and reasons for them are not the German culture, but the fact that they opt 
for a univocal brand, having the same brand image all over the world as well as convenience. 
However, even within the garment industry some adaptations have to be made regarding 
target group, personal selling and public relations. 
The most important German cultural factors regarding adaptation of the promotion mix are: 
The German language forces Swedish companies to adapt the language used in the 
message, personal selling, public relations and direct marketing to German, as well as 
making Swedish companies adapting their personal selling having a native German 
speaker conducting it to avoid misunderstandings as well as gaining more reliability. 
The rich selection of media targeting different groups makes it difficult for Swedish 
companies to standardize the choice of media. 

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The size of population being much larger makes it possible for Swedish companies to 
adapt their target group targeting a smaller group, but still having a higher absolute 
number of people within the targeted group.
The German way of communicating preferring a more direct and informative way 
forces Swedish companies to adapt their personal selling, advertising and public 
relations. 
The price pressed German market forces Swedish companies within the food and 
beverage industry to adapt their sales promotion. 
In accordance to above arguments, our conclusion is that German culture is of importance 
when opting for the adaptation alternative of the marketing mix, however when choosing to 
standardize the promotion mix German culture doesn’t seem to be the reason but rather a 
matter of convenience and a wish of having a consistent brand image.