Intercultural Marketing. The Impact of Culture on the Marketing-Mix

Table of Contents

• Introduction
• Definition of the problem
• Objectives of the Thesis
• Methodology
• International Marketing
• Globalization of the economy
• Definition of International Marketing
• Orientation Systems
• Intercultural Marketing
• Terminology Delimitation
• Orientation Systems
• Standardization vs. Differentiation
• Market Segmentation
• Culture
• Common Understanding of the term Culture
• Theoretical Approaches dealing with Culture
• Cultural Dimensions according to Hofstede
• Cultural Dimensions according to Hall
• Adjustment of the Marketing-Mix to the Culture
• Product Policy
• The nature of Intercultural Product Strategies
• Standardized vs. differentiated Products
• Culture-free and culture-bound Products
• Product Attributes
• Program Policy
• Branding Policy
• Packaging
• Communication Policy
• The Nature of Intercultural promotional Decisions
• Intercultural Advertising Decisions
• Advertising Objectives
• Advertising Message
• Advertising Media
• Pricing policy
• The Nature of Intercultural Pricing Decisions
• Cultural Influences on Pricing
• The Role of Money
• Price as Quality Indicator
• Price Acceptance Level
• Distribution Policy
• The Nature of Intercultural Distribution Decisions
• Intercultural Logistical Decisions
• Internationalization and Standardization
• The Selection of the Distribution Channel

Objectives and Key Themes

This thesis aims to explore the impact of culture on the marketing mix, specifically in an international context. It analyzes how cultural differences influence the adaptation and implementation of marketing strategies across various markets.

• The significance of culture in international marketing
• Cultural dimensions and their influence on consumer behavior
• The challenges and opportunities of adapting the marketing mix to different cultural contexts
• The importance of intercultural sensitivity and understanding for successful international marketing
• Various strategies for adapting product, communication, pricing, and distribution policies to different cultures

Chapter Summaries

The introduction sets the stage for the thesis, defining the problem, outlining the objectives, and explaining the methodology. Chapter 2 provides a comprehensive overview of international marketing, exploring the globalization of the economy, defining international marketing, and examining orientation systems used in international business. Chapter 3 focuses on intercultural marketing, delving into terminology, orientation systems, and exploring the critical debate between standardization and differentiation in marketing strategies. Chapter 4 delves into the concept of culture, offering a common understanding of the term and analyzing theoretical approaches to culture, particularly through the work of Hofstede and Hall. The thesis continues by examining the adjustment of the marketing mix to the culture. Chapter 5 explores various aspects of product policy, communication policy, pricing policy, and distribution policy, highlighting the specific challenges and opportunities of each area in the context of cultural differences. This chapter provides insights into the nature of intercultural decisions, exploring strategies for adapting different marketing elements to specific cultural environments.

Keywords

Intercultural marketing, marketing mix, culture, cultural dimensions, globalization, standardization, differentiation, product policy, communication policy, pricing policy, distribution policy, Hofstede, Hall, international business.