¶ … marketing in Germany with marketing in the United States.
The United States Department of State provides cultural, political, economic and other information regarding the marketing opportunities in Germany. The www.export.gov site explains that Germany is currently the fourth largest economy in the world and it accounts for "…more than one-fifth of European Union GDP" (www.export.gov). Germany is in fact the largest trading partner in Europe for the U.S., and Germany is the sixth largest in the world for U.S. exports. With a population of more than 82 million people, an economy that grew 3% in 2011, and with "…few formal barriers to U.S. trade or investment," Germany is an ideal place for an American company to market its goods and services (www.export.gov).
What products find most success in the German market? The most successful entrants into the German market are "…those that offer innovative products" that feature "modern styling" and "high quality"; moreover, German consumers respond very positively to computers, computer software, electronics, and other high technology products from the United States (www.export.gov). Automotive technology, health care products, medical devices and synthetic materials also fit into the category of items that do well in the German marketplace. Given that German has "…one of the highest Internet access rates" in the European Union, new products that are in the "multi-media, high-tech and service areas offer great potential as increasing numbers of Germans" are online daily and appreciate digital communication and information (www.export.gov).
In other words, the German culture is very alert to technology advances, and the price of a product being marketed in Germany is not as important as the quality of that product. In addition to technology products, the German consumer is willing to buy "certain agricultural products" from U.S. exporters. The German market is "decentralized and diverse," and the www.export.gov site suggests that knowledge of the regional differences in Germany is very helpful in terms of a marketing strategy in Germany. It is vital for a marketing firm to understand that in Germany there are "…domestic firms with established presences" that are the principal competitors for American products, but American firms can still succeed notwithstanding the competition from well-known German...
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