Analysis of cultural differences and their effects on marketing products in the United States of America and Germany a cultural approach to marketing using Edward T. Hall and Geert Hofstede /
Hauptbeschreibung ""Companies that do not adapt to the new global realities will become victims of those that do."" In this quote Theodor Levitt, a former professor at the Harvard Business School, points out that companies all over the world need to deal with a process which has...
| Основен автор: | Boeing, Matthias. |
|---|---|
| Формат: | Електронен |
| Език: | English |
| Публикувано: |
Hamburg :
Anchor Academic Pub.,
2013.
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| Предмети: | |
| Онлайн достъп: |
http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=773078 |
| Подобни документи: |
Print version::
Analysis of Cultural Differences and their Effects on Marketing Products in the United States of America and Germany: A Cultural Approach to Marketing using Edward T. Hall and Geert Hofstede. |
Съдържание:
- Analysis of Cultural Differences and their Effects on Marketing Products in the United States of America and Germany; Table of content; List of Abbreviations; List of Tables and Figures; 1. Introduction; 1.1. Problem description; 1.2. Objectives and scope of work; 2. Theoretical Fundamentals of Cultures; 2.1. Origin of culture and definition of different terms; 2.2. General overview of cultural theories; 2.3. Culture-related barriers to marketing; 3. Cultural Theories as a Tool to Visualise Cultural Differences; 3.1. Use of models and dimensions in intercultural studies.
- 3.2. Hall's cross-cultural communication model3.2.1. Scope of Hall's model; 3.2.2. Cross-cultural communication dimensions; 3.2.2.1. Context; 3.2.2.2. Space; 3.2.2.3. Time; 3.2.2.4. Speed of Information; 3.3. Hofstede's 5 dimensions model; 3.3.1. Scope of Hofstede's 5 dimensions model; 3.3.2. The 5 dimensions; 3.3.2.1. Power distance index; 3.3.2.2. Individualism versus Collectivism; 3.3.2.3. Masculinity versus Femininity; 3.3.2.4. Uncertainty avoidance; 3.3.2.5. Long-term orientation; 3.4. The American and German cultures according to Hall and Hofstede.
- 3.5. Critique of the theories of Hall and Hofstede4. Marketing Across Cultures; 4.1. Concept of marketing abroad; 4.1.1. Distinction between different geographical marketing terms; 4.1.2. Standardisation vs. adaptation; 4.2. Cultural differences and their effect on the marketing mix; 4.2.1. Scope of cultural influences on parts of the marketing mix; 4.2.2. Influence of culture on advertising; 4.2.3. Examples of culture-related American and German advertising; 4.2.4. Influence of culture on distribution; 4.2.5. Wal-Mart as a negative example of cross-cultural distribution; 5. Conclusion.
- 5.1. Achievement of goals5.2. Outlook and perspectives; Bibliography.