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

List of Contents

List of Contents

List of Figures

List of Abbreviations

1 Introduction
1.1 Definition of the problem
1.2 Objectives of the Thesis
1.3 Methodology

2 International Marketing
2.1 Globalization of the economy
2.2 Definition of International Marketing
2.3 Orientation Systems

3 Intercultural Marketing
3.1 Terminology Delimitation
3.2 Orientation Systems
3.3 Standardization vs. Differentiation
3.4 Market Segmentation

4 Culture
4.1 Common Understanding of the term Culture
4.2 Theoretical Approaches dealing with Culture
4.2.1 Cultural Dimensions according to Hofstede
4.2.2 Cultural Dimensions according to Hall

5 Adjustment of the Marketing-Mix to the Culture
5.1 Product Policy
5.1.1 The nature of Intercultural Product Strategies
5.1.2 Standardized vs. differentiated Products
5.1.3 Culture-free and culture-bound Products
5.1.4 Product Attributes
5.1.5 Program Policy
5.1.6 Branding Policy
5.1.7 Packaging
5.2 Communication Policy
5.2.1The Nature of Intercultural promotional Decisions
5.2.2 Intercultural Advertising Decisions
5.2.2.1 Advertising Objectives
5.2.2.2 Advertising Message
5.2.2.3 Advertising Media
5.3 Pricing policy
5.3.1 The Nature of Intercultural Pricing Decisions
5.3.2 Cultural Influences on Pricing
5.3.2.1 The Role of Money
5.3.2.2 Price as Quality Indicator
5.3.2.3 Price Acceptance Level
5.4 Distribution Policy
5.4.1The Nature of Intercultural Distribution Decisions
5.4.2 Intercultural Logistical Decisions
5.4.2.1 Internationalization and Standardization
5.4.2.2 The Selection of the Distribution Channel

6 Conclusion

List of Literature