This thesis aims at analysing cultural differences and their effect on marketing
products internationally. The United States of America and Germany are used to
exemplify this issue. Today’s science provides numerous approaches to making
cultural differences visible and tangible. All of these solutions and dimensions
give companies, and people in general, a guide to becoming aware of and understand
differences and how to cope with them appropriately.
Trompenaars, a famous consultant for intercultural communication, uses the allegory
of a fish and its habitat, water, to explain the characteristics of culture: “A
fish only discovers its need for water when it is no longer in it.”2 Accordingly,
culture can be seen as the substance that surrounds a human being and makes him
unable to distinguish between different and normal. Therefore, this thesis uses the
cultural theories of Edward T. Hall and Geert Hofstede, who both developed approaches
to cultural differences by using either a four- or five-dimensions model.
These cultural dimensions will be applied to the special circumstances and conditions
which a marketer has to deal with in the United States and Germany and
thus draws connections between those two different fields of science.
As already mentioned in section 1.1, cultural differences play an important role in
today’s international marketing. It is therefore important to examine if and how
cultural differences, according to Hall and Hofstede, affect parts of the marketing
mix for companies selling products in the United States as well as in Germany.
The following questions can help to identify the necessary steps: What cultural
differences, in both the United States and in Germany, could have an impact on
marketing the products of companies selling in those countries? What impact do
cultural differences have on parts of the marketing mix? Which adaptions should marketers make to their marketing mix due to the cultural differences? Is standardisation
a successful method in both international markets? The answers should
help the marketer make the right choice between adapting products to local circumstances
or selling and marketing the same product all around the world. This
thesis will attempt to answer these questions by applying the above-mentioned
cultural theories, and will provide suggestions for how companies from the USA
or Germany should conceive parts of their marketing mix. It will further provide
examples of culture–related marketing efforts.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Problem Description
- Objectives and Scope of Work
- Theoretical Fundamentals of Cultures
- Origin of Culture and Definition of Different Terms
- General Overview of Cultural Theories
- Culture-Related Barriers to International Marketing
- Cultural Theories as a Tool to Visualise Cultural Differences
- Use of Models and Dimensions in Intercultural Studies
- Hall's Cross-Cultural Communication Model
- Scope of Hall's model
- Cross-cultural communication dimensions
- Context
- Space
- Time
- Speed of Information
- Hofstede's 5 Dimensions Model
- Scope of Hofstede's 5 dimensions model
- The 5 dimensions
- Power distance index
- Individualism versus Collectivism
- Masculinity versus Femininity
- Uncertainty avoidance
- Long-term orientation
- The American and German Cultures According to Hall and Hofstede
- Critique of the Theories of Hall and Hofstede
- Marketing Across Cultures
- Concept of International Marketing
- Distinction between different geographical marketing terms
- Standardisation vs. adaptation
- Cultural Differences and their Effect on the Marketing Mix
- Scope of cultural influences on parts of the marketing mix
- Influence of culture on advertising
- Examples of culture-related American and German advertising
- Influence of culture on distribution
- Wal-Mart as a negative example of cross-cultural distribution
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis aims to analyze the impact of cultural differences on marketing products in the United States and Germany. It utilizes the cultural theories of Hall and Hofstede to examine these differences and their implications for international marketing strategies. The study seeks to understand how cultural nuances affect various aspects of the marketing mix, including advertising and distribution.
- Cultural Differences in Marketing Strategies
- Application of Hall's and Hofstede's Cultural Models
- Impact of Culture on Advertising and Distribution
- Comparative Analysis of US and German Markets
- Challenges of International Marketing
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This chapter sets the stage for the thesis by outlining the problem of cultural differences in international marketing and defining the scope and objectives of the research. It establishes the need to understand cultural contexts for successful international marketing campaigns. The problem description highlights the challenges faced by companies attempting to standardize or adapt their marketing strategies across different cultures. The objectives clarify the focus on Hall and Hofstede's theories and a comparative analysis between the US and German markets.
Theoretical Fundamentals of Cultures: This section lays the groundwork by exploring the concept of culture, defining key terms, and providing a general overview of relevant cultural theories. It delves into the origins and complexities of culture, emphasizing its multi-layered and multifaceted nature. Further, this section establishes the theoretical basis upon which the subsequent analysis of cultural differences in international marketing is built. It prepares the reader for the detailed examination of the models by Hall and Hofstede.
Cultural Theories as a Tool to Visualise Cultural Differences: This chapter introduces and analyzes the models of Edward T. Hall and Geert Hofstede, explaining their application in understanding cross-cultural communication and differences in business practices. The chapter dissects each model in detail, illustrating how its respective dimensions can be used to compare and contrast the cultural values and communication styles of different nations. The models serve as critical tools for analyzing the cultural differences between the U.S. and Germany, which are the focus of the main study.
Marketing Across Cultures: This chapter explores the concept of international marketing, distinguishing various geographical marketing terms and analyzing the standardization versus adaptation dilemma. It delves into the influence of cultural differences on the entire marketing mix, focusing on advertising and distribution as crucial components. Examples of successful and unsuccessful cross-cultural marketing campaigns are used to illustrate the points. The chapter focuses on practical applications and demonstrates the real-world significance of the theoretical framework presented in previous chapters.
Schlüsselwörter (Keywords)
International Marketing, Cross-cultural Communication, Cultural Differences, Hall's Model, Hofstede's Dimensions, Germany, United States, Advertising, Distribution, Marketing Mix, Standardization, Adaptation.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this document?
This document provides a comprehensive preview of a thesis analyzing the impact of cultural differences on marketing products in the United States and Germany. It focuses on applying the cultural theories of Edward T. Hall and Geert Hofstede to understand these differences and their implications for international marketing strategies.
What is included in this language preview?
The preview includes a table of contents, objectives and key themes, chapter summaries, and keywords. It offers a structured overview of the entire thesis, allowing readers to understand the scope and content before accessing the full document.
Which cultural theories are used in the analysis?
The thesis primarily utilizes the cultural models of Edward T. Hall (his cross-cultural communication model) and Geert Hofstede (his five-dimensions model) to analyze and compare the cultural aspects of the American and German markets.
What are the key themes explored in the thesis?
Key themes include: cultural differences in marketing strategies; the application of Hall's and Hofstede's models; the impact of culture on advertising and distribution; a comparative analysis of US and German markets; and the challenges of international marketing.
How are Hall's and Hofstede's models applied?
The models are used as frameworks to analyze and compare the cultural values, communication styles, and business practices of the United States and Germany. The dimensions within each model (e.g., Hofstede's power distance, individualism, masculinity/femininity) are used to identify and explain cultural differences that affect marketing approaches.
What aspects of the marketing mix are examined?
The thesis examines the influence of cultural differences on various aspects of the marketing mix, with a particular focus on advertising and distribution. It analyzes how cultural nuances affect the development and implementation of marketing strategies in both the US and German markets.
What is the comparative focus of the thesis?
The main comparative focus is on the United States and Germany. The thesis uses these two countries as case studies to illustrate the practical applications of the theoretical frameworks and to highlight the challenges and opportunities presented by cross-cultural marketing.
What are the chapter summaries about?
The chapter summaries provide concise overviews of each section of the thesis. They explain the content and purpose of each chapter, outlining the key arguments and findings. This allows for a quick understanding of the overall structure and progression of the research.
What are the keywords associated with this thesis?
Keywords include: International Marketing, Cross-cultural Communication, Cultural Differences, Hall's Model, Hofstede's Dimensions, Germany, United States, Advertising, Distribution, Marketing Mix, Standardization, Adaptation.
What is the overall objective of this research?
The main objective is to analyze how cultural differences impact marketing strategies in the US and German markets. By applying established cultural models, the research aims to provide insights into effective strategies for international marketing and highlight the potential pitfalls of neglecting cultural nuances.
- Quote paper
- Matthias Boeing (Author), 2012, Analysis of Cultural Differences and their Effects on Marketing Products in the United States of America and Germany with a Focus on Cultural Theories of Hall and Hofstede, Munich, GRIN Verlag, https://www.grin.com/document/199863
