International Marketing in Germany – From a cultural perspective

Standardized or Adapted Promotion 
A choice between standardization and adaptation exits also within the promotion mix. It is 
extra important to consider the fact of cultural diversity in this context. Cultural differences 
such as traditions, beliefs, language, music, values and lifestyles affect the choice of 
promotion mix and how it is done. Hence, brand managers tend to believe that it is hard to 
standardize the promotion mix.
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Many companies have made mistakes by not understanding meanings when translating 
slogans or other communication into the language of the target market, implying it is 
important to use a native speaker of the target market when adapting to its language.
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Beyond 
translation problems, the promotion message can have problems such as low education level 
with regard to the product of the consumer. If the target market is large and complex with 
many forms and alternatives of media, this means it can be hard choosing the right media 
addressing the positioned audience.
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It is also important that the communicator understands 
the local culture
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(See figure 2.5).

Figure 2.5 Standardization vs. Adaptation of the Promotion Mix 
Source:
Molnár, J. & Nilsson Molnár, M., 
International Marketing, Negotiations and 
Business Deals,
(2003), p. 50 (modified) 
More and more international marketers make use of cultural models to understand the cultural 
values of the target market that influences the negotiation behavior, in order to adapt selling 
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Kotler, P. et al., 
Principles of Marketing
(2005), p. 569 
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Cundiff, E., & Hilger, M., 
Marketing in the International Environment,
(1984), p. 252 
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Kotler, P. et al., 
Principles of Marketing,
(2005), p. 780 
57
Cundiff, E. & Hilger, M., 
Marketing in the International Environment,
(1984), p. 111 
58
Ibid, p. 330 
59
Ibid, p. 336 

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styles and create as good personal selling as possible.
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However, it isn’t appropriate to adapt 
to all cultural norms of the target market, for example if being Christian it isn’t appropriate to 
adapt to the religion of a Muslim target market participating in a Muslim prayer. The marketer 
must find out which norms to follow and which not to follow, by having a good knowledge of 
the target market.
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