International Marketing in Germany – From a cultural perspective

Standardized or Adapted Place 
Designing international distribution channels can be a difficult task since each country has its 
own distribution system in different development stages. This means that companies often 
need to adapt to the existing structures. It is a challenging task designing efficient and 
effective channel systems between various countries.
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All countries have different types of 
intermediaries and the number of them varies. The retailers also differ, but with regard to size 
and character, being independent or large-scale retail chains. For the exporting company this 
means they are required to find out the applied channel system in the target market in order to 
build a successful distribution system.
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2.3
 
Culture Theories
To gain knowledge of culture we have studied different culture theories that we present in the 
following. The selected theories are of importance within international marketing theory. We 
have chosen a diversity of models starting with Terpstra’s culture model, Hofstede’s cultural 
dimensions, Trompenaars’ value dimensions and finally Hall’s culture model regarding high 
and low context. 
2.3.1
 
Terpstra’s Culture Model 
Terpstra has constituted a wide culture model of great importance to marketing theory. He 
defines culture as: 
“
(..) the man-made part of our environment, or the distinctive way of life of a 
people. Culture is not biologically transmitted; any given culture, or a way of life 
is learned behavior which depends on the environment and not on the heredity.”
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To understand an unfamiliar culture it is important to study its features and dimensions. 
Terpstra has organized cultural dimensions into eight key areas; language, religion, values and 
attitudes, education, social organization, technology and material culture, politics and law 
(See figure 2.6). An analysis of those key areas can lead to an understanding of how the 
culture can impact the company’s business activities in a new country and culture and how 
they should form their marketing activities.
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Kotler, P. et al., 
Principles of Marketing,
(2005), p. 826 
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Cundiff, E. & Hilger, M., 
Marketing in the International Environment,
(1984), p. 102 
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Kotler, P. et al., 
Principles of Marketing,
(2005), p. 882 
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Ibid, p. 239 
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Terpstra, V., 
International Marketing,
(1987), p. 87

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