The Effect of Germany's Cultural Factors on Marketing
Germany has a long history of Musical talent and interest. This interest has rubbed of into their current modern culture. Germany is the 5th largest market in the world for the sale of music records and it can be determined that music still to this day plays a significant part in their culture. Germany also has had a massive influence by television. Germany’s Television market is the largest in Europe, with 34 million household that have a TV. Around 90% of German households have cable or satellite TV, and viewers can choose from a variety of free-to-view public and commercial channels. Sport also plays a major role in German culture. Motor Racing in a number of forms, the most popular being Formula 1 and Deutcshe Tourenwagen Masters (DTM), the popularity of racing has been spurred on by the success of Michael Schumacher in F1. Soccer is also very popular with the national competition being the Bundesliga, in which many of Germany’s favourite players participate. Current German Soccer heroes include Michael Balak, Miroslav Klose and Lukas Podolski.
Germans are a practical people so if a business was to create a product for the market it would need to have a clear purpose and be seen to be of some working value. This is why practical goods are very popular in Germany. Home entertainment and personal entertainment items are also becoming of high demand, in 2006 Television set sales jumped 164% on the previous year’s sales. Also a German mobile phone company released a statement saying that on the opening day of the release of the iPhone it had sold 10,000 units, this is the most of any other mobile phone release this company has seen. These figures show that there is a trend...
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...as said to be due to the Soccer World Cup held in Germany. When marketing our TVs a wise marketing strategy could be, to market a TV on the basis of being able to provide superior quality images for watching sports.
Laws:
No major laws in Germany differ to Australia regarding mobile phones. Importing cars though there a number of criteria that need to be fulfilled before a car is roadworthy in Germany. The first being that the car must be converted from Australia’s right hand drive method to Germany’s left hand drive. Also the vehicle, by law, must pass Euro Emissions tests and Euro NCAP safety tests to a certain level of safety. Televisions do not require any changes by law but would be looked upon favourably if they were energy efficient as Germany has had a “Green” influence the past decade.
BIBIOGRAPHY:
www.austrade.gov.au/
en.wikipedia.org/wiki/Germany
Europeans and Americans have much more in common than most people think, making adjustments to life in a new country easier. Many customs are similar to practices in the United States. Germans have their own way of being German. Germany is a relatively small and densely populated country. Unlike the United States, which is a large, densely populated country.
The first excuse is economics. The business of TV is ruled by a simple declaration: Get the audience the advertisers want. The consequence is that major networks forgo the mass ...
Throughout the history of the world, there have been many great nations to rise and make an impact on the entire globe. One of the most well known of these nations is the country of Germany. In its history, Germany has been one of the most influential countries in all of Europe. This great nation holds many geographical locations of historical significance as well as beautiful scenery. History, for centuries, has held the German people in high regard for their militaristic capabilities and ingenuity. They have also been responsible for many technological developments and changes throughout the entire world. For these reasons, the country of Germany is unforgettable.
Mateschitz's secret to creating a $1.6 billion worldwide stampede for Red Bull lies in a highly ingenious "buzz-marketing" strategy that herds consumers to exclusive and exciting events that get high media coverage. Red Bull supports close to 500 world-class extreme sports athletes that compete in spectacular and often record-breaking events across the globe. Mateschitz explains, "We don't bring the product to the consumer, we bring consumers to the product."
Tv prus more mune and we will watch more games and the will have a good in plet on the
Audi, one of Germany’s first automobile producers, has been designing and building cars since August Horch, its founder, completed his first car in 1901. Over the years following, a series of innovations and mergers have led Audi to the position it is in today. Audi’s subsidiaries include companies to facilitate international operations, part manufacturers, a vehicle customization company, a technology research company, and Lamborghini Corp, a successful sports car manufacturer. Audi’s current developments include its holding the EU Seal of Environmental Protection, and a number of technological advancements, including new car designs and a “seeing car” technology that has been nominated for the German Future award for Technology and Innovation.
In internationalization, the most challenging decision faced by the company to choose between standardization and adaptation in its operations, products or services. It has been one of the important and most popular research topics since 1960s to understand whether standardization is better or adaptation for marketing mix in international marketing. The increasing role of international expansion of business across the borders has also increased the focus of companies towards the international marketing strategies. It is also a biggest challenge for companies to better understand the different needs and choice of customers due to the huge differences among the cultures from various nationalities. This leads to the dilemma in the mind of marketers to understand which strategy is effective and good - standardization or adaptation. There is a significant impact of standardization or adaptation on all avenues of business such as research & development, structure, marketing mix, production, finance and marketing mix. The attitude of a company towards the culture of a particular country in which it is going to enter or start its operations decides to choose between standardization and adaptation. Consider the different views and arguments for each standardization and adaptation, this essay critically analyze which strategy is better to choose for international marketing.
Deutsche Brauerei has been a family owned and operated corporation for 12 generations, which has created a high level of focus and control. Each generation has kept the management and operations processes relatively simple, centered on brewing practices and quality. Deutsche Brauerei’s rapid growth in recent years can be attributed to several factors. First and foremost, the company’s success is centered on the product itself, which has won numerous quality awards and is quite popular in Germany. Another contributing factor to the recent growth may have been a bit inadvertent. The purchase of new equipment in 1994, which was necessary as a result of a fire that destroyed the old equipment, allowed the company to increase brewing capacity and efficiency. Finally, Deutsche Brauerei’s decision to enter the Ukranian market in 1998 contributed significantly to the rapid growth. The collapse of the U.S.S.R. brought market reforms, and Deutsche Brauerei jumped on the opportunity to enter the fragmented beer industry, capture the large population and capitalize on the prime location in Europe. Lukas Schweitzer was savvy enough to hire local expert Oleg Pinchuk away from a competitor as the marketing manager, and Oleg was instrumental in building the business in Ukraine by securing accounts and implementing the field warehousing to support distributors. Deutsche’s beer was hugely popular in the Ukraine almost immediately, and volume sales more than offset the depreciation of the Ukrainian currency. Sales in Ukraine accounted for 28% of Deutsche’s total sales, and skyrocketed from 4,262 euros in 1998 to 25,847 euros in 2001.
Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...
It is increasingly clear that media and culture today are of central importance to the maintenance and reproduction of contemporary societies. Cultures expose society to different personalities, provide models, which display various forms of societal life and cultivate various ways to introduce people into dominant forms of thought and action. These are the types of activities integrate people into society and create our public sphere. Media and technology surround our society; engrained into the fabric of our existence so much so, that it has become hard to find an aspect of life not influenced by its effects. For this reason, media controllers, wield extreme power and influence over the lives of everyday people. Although, they increasingly continue to feed the audience trash, despite their authority as the creator of our social/cultural interactions, and justify their actions by calling themselves industries. Reducing themselves to just businesses whose sole purpose is to create a profit. This admittance of what they feel to be their true purpose however does not hinder their control and power but instead adds to it. Creating a need for there to be some way to analyze and discuss whether they are using their position and power wisely. Filling this void, scholars have theorized ways for individuals to be critical of the media that they intake. One of these critical theories is the “Culture Industry” theory. Using Cultural Theory, as well as other complementary neo Marxist theories, it is possible to determine how Stacy Peralta, once urban youth culture advocate, became incorporated into the superstructure through media use, thus making him a tool for the continued commoditization of society, and a youth marketer for industries l...
... viewing quality becomes and the more channels we can get, the more people are likely to stay inside. Don’t get me wrong, I love TV, and I feel that it is one of the most important inventions that this world has been blessed with; but I feel that it is taking away from some of the “realness” of our lives. People are becoming less healthy, they are developing eye and other health problems, and they don’t know what is real and what is not any more. I hope that in the future television designers and makers can develop so new technologies that would improve and not worsen our environment. The television is a very helpful and important tool that has had a great impact on our society, but we need to be aware of how this tool has also affected out environment as well, so next time you watch you television, think about what impact you might be having on our environment!
Political Environment in International Marketing THE POLITICAL ENVIRONMENT: The critical concern Political environment has a very important impact on every business operation no matter what its size, its area of operation. Whether the company is domestic, national, international, large or small, political factors of the country it is located in will have an impact on it. And the most crucial & unavoidable realities of international business are that both host and home governments are integral partners.
Germany has many interesting facts. Germans wear their wedding rings on their right hand instead of the left hand as it is in the United States. German students go to school 220 days a year instead of 180 like United States students do. They also have a 500-year purity law that is regarding to their beer. This law makes it where Germany can only have hops, malt, yeast, and water in their beer. In Germany, they allow their animals in restaurants, churches, and other public places. When eating, do not put your left hand in your lap they consider that as looking like your feeding the dog. Germans do a lot of bicycle riding all around there country and, it is one of their favorite recreations. These are many interesting facts about Germany and the people of Germany. Culture and lifestyle in Germany is not quite, as it is in the United States. Germany is a very small country with some of the best cuisines. Foods that are most associated with Germany are Sauerkraut and Bratwurst, with a pitcher of lager. These traditional foods hold special meanings to the...
Culture can be defined as the beliefs, values and the pattern of behavior of an individual within designated areas. The culture of organizations defines shared values and behavioral expectations. Cultural issues are especially basic issues all around the globe. These issues can happen in various routes relying upon the size, area and the custom culture of that institution. Social issues happen even because of the states of mind and how each individual comprehend in diverse business environment. Today, the corporate administrations and rising business firms have chosen to give the essential attention on trainings and classes at the multicultural working environment that will help them to understand and create
Before starting the module; Marketing Theory and Practice, I had a perception that it would be a bulky module and challenging to cover in a short time span. However, my thinking totally changed after starting the module as I found Marketing flexible, understandable and highly relevant to the business world. My expectation in marketing was to learn fundamental marketing theories and techniques that would help me build a sustainable business that would extend across the borders of my home country. This essay is going to cover weeks 20, 21 and 22 that is International Marketing, Marketing ethics and CSR, Managing Marketing Implementation