International Marketing in Germany – From a cultural perspective

 
Religion 
 
Terpstra’s next dimension of culture is the religion of a country. To fully understand a culture 
one needs to learn and understand the internal, psychic or mental behavior that drives an 
individual to a certain action. The religion together with its beliefs and attitudes gives the best 
information and understanding about a culture. By increasing the cultural understanding, the 
risk of business failure declines.
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This knowledge is very vital since it affects a number of areas, for example, mores, the 
religious holidays, consumption patterns (taboos or requirements), the economic role of 
women and the cast or status systems. Religious holidays vary and within international 
marketing, it is important to be aware of when and where they occur. In addition, 
consumption patterns vary widely due to mores. Muslims for example are not allowed to 
drink alcohol or to eat pork and products seen as deceptive are not allowed.
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In some 
religions, it is an obligation to follow religious requirements, in others a recommendation. A 
religion or the church can, if they have a major role in the society delay or even block a 
product or service if they believe it might be a thread to the society. On the other hand, the 
religious leaders can also ease an introduction of a product by welcoming it. In countries with 
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Terpstra, V., 
International Marketing,
(1987), p. 94f 
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Ibid, p. 97f 
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Kotler, P. et al., 
Principles of Marketing,
(2005), p. 560f 
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Terpstra, V., 
International Marketing,
(1987), p. 103 
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Usunier, J-C., 
Marketing Across Cultures, 
(2000), p. 469 

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more than one religion, it might be necessary to adjust marketing actions to holidays and 
consumption patterns.
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