International Marketing in Germany – From a cultural perspective


  Perspective ........................................................................................................................7



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1.7
 
Perspective ........................................................................................................................7
 
1.8
 
General outline of the thesis .............................................................................................8
 
2
 
FRAME OF REFERENCE, THEORIES, MODELS AND PREVIOUS STUDIES .....9
 
2.1
 
Overview of the Frame of Reference ...............................................................................9
 
2.2
 
The Marketing Mix ........................................................................................................ 10
 
2.2.1
 
Price ........................................................................................................................................ 11
 
2.2.2
 
Product .................................................................................................................................... 12
 
2.2.3
 
Promotion ................................................................................................................................ 13
 
2.2.4
 
Place ........................................................................................................................................ 14
 
2.2.5
 
Extended Marketing Mix .......................................................................................................... 14
 
2.2.6
 
Standardization versus Adaptation of the Traditional Marketing Mix ........................................ 16
 
2.3
 
Culture Theories ............................................................................................................ 19
 
2.3.1
 
Terpstra’s Culture Model.......................................................................................................... 19
 
2.3.2
 
Hofstede’s Cultural Dimensions ............................................................................................... 24
 
2.3.3
 
Trompenaars’ Value Dimensions .............................................................................................. 26
 
2.3.4
 
Hall’s High and Low Context ................................................................................................... 30
 

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