With an area that stretches from the North Sea and the Baltic Sea on its northern part

to the Alps in its southern

part, Germany is the most populous country in the EU. It borders Denmark in the north, Poland and the Czech
Republic to the east, Austria and Switzerland defraud south, France and Luxembourg to the southwest, and with
Belgium and the Netherlands northwest.
Sectors most important of the German Economy in 2014 were industry (25.9 %), public administration, defense,
education, health and social services (18.2%), and wholesale and retail trade, transport and catering (15.5%).
His son Main Export Partners France, United States and United Kingdom, while its main import partners son the
Netherlands, France and China.
Capital: Berlin
Area: 357 340 km2
Population: 80.78 million inhabitants (2014)
Percentage of the total EU population: 15.9 % (2014)
GDP: US $ 2,904 billion (2014)
Official EU languages : German
Political system: federal parliamentary republic
EU member since January 1, 1958
Seats in the European Parliament: 96
Euro coin. Member of the euro area from January 1, 1999
Do you belong to the Schengen area? Yes, belongs to the Schengen area on 26 March 1995.
Presidency: Germany has held the rotating presidency of the EU Council eleven times between 1958 and 2007.

TIME AND TIME CONSCIOUSNESS

As we hear from German ideologists, Germany has in recent past years by an unprecedented revolution. The
decomposition of the Hegelian philosophy, which began with Strauss, has become a universal ferment, in which
all the "powers of the past" are swept.
Spring
As in any time of year, the weather in Germany can be unpredictable, and sometimes, spring seems to come
hesitantly: You can still snow in March, and the weather in April can change from sun to rain or hail showers in
couple of hours. So bring those layers and pack some wet weather gear.
Average Temperatures:
March: Average low 33 F, average high 47 F
April: Average low 39 F, average high 58 F
May: Average low 47 F, average high 67 F
Summer
In summer, you can enjoy long sunny days, with temperatures often between 70 and 80 F. But the summer
months are also the time when the precipitation in Germany is high, so do not forget your umbrella.
Usually it is warmer in southern Germany.
June: Average low 51 F, average high 72 F
July: Average low 54 F, average high 76 F
August: Average low 55 F, average high 76 F
Fall
In September and October, the weather in Germany can still be enjoyable, with golden days burning colorful fall
foliage. Germans call the last warm days of the year "Altweibersommer" (Indian summer). As always, the
German weather is unpredictable, so be prepared for cold spells and rain.

In November, the days are noticeably shorter, cold and gray, and sometimes it can snow.
September: Average low 49 F, average high 67 F
October: Average low 40 F, average high 58F
November: Average low 34 F, average high 47 F
Winter
German winters are cold, with temperatures often drop below zero, which in turn results in some large areas of
winter sports in Germany, especially in the highest German regions like the Bavarian Alps. Other parts of
Germany are often also blessed with a white Christmas, but there is no guarantee for snow: German winters can
be unpredictable, and always should be prepared for rain.
December: Average low 27 F, average high 41 F
January: Average low 23 F, average high 40 F
February: Average low 25 F, average high 41 F
RELATIONSHIPS
Relations in Germany is something a little different to what we used in Mexico since when they meet a person's
rude hello kiss, you just have to give a handshake and that's it, on average, more interested persons in an
interpersonal relationship are between 15 and 20 years of age there are diminishing percentages and according
to our research women are more interested in a relationship than a man.
In a house 2 or 3 generations live on average, grandfather, father, children,
The head of the family is the father, he is the one who brings everything at home
As for wealth women are less successful than men
BELIEFS AND ATTITUDES
Attitude: Tendency learnt to respond to something in a consistently favorable or unfavorable way. Our attitude is
shaped by our values and beliefs.
Beliefs: Consumers perceptions of how a product or brand performs.
Marketers attempt to change a consumers attitude toward products/brands:

Changing beliefs about the extent to which a brand has certain attributes. Ex: Aspirin use causes

an upset stomach, so they promoted the gentleness of its extra strength aspirin.
Changing the perceived importance of attributes. Ex: Pepsi changed the freshness look by adding

dates on its cans.

Adding new attributes to the product. Ex: Colgate added a new antibacterial ingredient.

Lifestyle: Lifestyle is a way of living that is identified by how people spend their time and resources (activities),
what they consider important in their environment (interests) and what they think of themselves and the world
around them (opinion).
Personal influence: A consumers purchases are often influenced by the views, opinions, or behaviors of others.
Opinion leaders: Individuals who have social influence over others.
Word of mouth: People influencing each other in personal conversations. One of the most powerful information
source for consumers because it involves friends or family who are viewed trustworthy.
Buss marketing: refers to a brand becoming popular as a result of people talking about it to friends and
neighbors.

Reference groups: People to whom an individual looks as a basis for self-appraisal or as a source of personal
standards. Example: you might consider your family or the other students in your school as a reference group.
They have importance on luxuries but not necessities. 3 main reference groups:

Membership group: One to which a person belongs, including fraternities, social clubs. Such groups are
targeted by firms selling insurance, vacation packages etc.

Aspiration group: One that a person wishes to be a member of or wishes to be identified with, such as a
professional society. Examples are spokespeople.

Dissociative group: One that a person wishes to maintain a distance from because of differences in
values or behaviors.
Family influence: Rely from 3 sources, consumer socialization, passage through the family life cycle, and
decision making with the family or household.

Consumer socialization: Process by which people acquire the skills, knowledge, and attitudes
necessary to function as consumers.

Family life cycle: A familys progression from formation to retirement, with each phase bringing distinct
needs and purchasing behaviors.

Family decision making: There are two different possibilities, spouse dominant or join decision making
style. Spouse dominant either the husband or wife make the decision. With joint decision-making, both take part.
Culture and subculture:
Culture: A set of values, ideas and attitudes that are learned and shared among the members of a group.
Subculture: Subgroups within a larger culture that have unique values, ideas and attitudes. Ex: French
Canadian, Chinese Canadian.
Global cultural diversity:
Cross-cultural analysis: Study of similarities and differences among consumers in two or more societies.
Values: Socially preferable modes of conduct or states of existence that tend to persist over time.
Customs: Norms and expectations about the way people do things in a specific country or culture.
Cultural symbols: Objects, ideas, or processes that represent a particular group of people or society.
MENTAL PROCESSING AND LEARNING
Getting Information into Memory

A message is encoded into signs, symbols, words it is available to be noticed in a message channel, such as TV
If received, it is decoded into meaning for the receiver if learned, it may be retrieved from memory

Systems of Memory
Sensory memory - temporary, like the smell of good coffee
Short-term memory - held for a limited period of time - like a phone number; chunking into bits which can be
remembered

Long-term memory - retrieval available for future use, where is the info from this course going?

Uses of Classical Conditioning

Brand names and brand associations to create brand equity = strong positive association
Product line extensions - positive carryover
Repetition of a message, frequency marketing
Generalization through look-alike products, family branding, line extensions, etc.
Negative side: violent video games - conditioned to accept shooting?

Methods
Brand names and brand associations
Repetition of a message, frequency marketing - rewards
Endorsements and Spokespersons
Generalization - look-alike products
Differentiation - pointing out differences
Desire to learn info in a simple way
Closure (filling in)
Figure-ground reversal (like text)
Psycholinguistics - we know that people process different kinds of sentence structures in various ways - e.g.
negative words are less easily comprehended
How can we use this in consumer research?
Many companies focus on what consumers remember about their advertising messages, rather than on how
many remember seeing it
If consumers dont remember the brand, then the other things they do remember will not be linked to the brand in
memory
If consumers are confused about which brand was in the ad, they might link the ad claims to another brand
How Companies Can Help Consumers to Remember - Reminders
Reminders:
Advertising reminds consumers to buy a product
Post cards remind consumers to make an appointment
Retrieval cues placed on packaging and at the point of purchase enhance ad effectiveness
Repetition
Companies rely on repetition (showing ads over and over again) to enhance rehearsal of the ad
Learning plateaus after a certain number of repetitions, and negative responses may result from seeing an ad too
often
Repetition may be used within an ad
Encourage elaboration
Self-referencing: involves relating a stimulus to ones
Perception
Perception can be defined as the process by which an individual selects, organizes, and interprets stimuli into a
meaningful and coherent picture of the world.
It is a process through which incoming stimuli are given meaning; a process through which we make sense out of
the world.
What can be done to help you notice and remember?

SENSE OF SELF AND SPACE

Everybody has a sense of self or sense of personal identity. In fact most people have a number of important
ways of thinking about themselves that are significant enough to be considered multiple senses of self. Our
sense of self includes those roles, attributes, behaviours, and associations that we consider most important
about ourselves. These sense-of-self associations can be based on any combination of the following

1.

Occupations (e.g., teacher, physician, plumber)

2.

Social relationships (e.g., husband/wife, friend, colleague)

3.

Familial relationships (e.g., brother/sister; son/daughter; mother/father)

4.

Quasi-occupations (e.g., helper, volunteer)

5.

Avocations (e.g., athlete, musician, artist, collector, helper, volunteer)

6.

Affiliations (e.g., Shriner, BVB fan)

7.

Abilities/disabilities (e.g., smart person, funny person, shy person with a disability, patient)

8.

Salient attributes (e.g., reliable, hardworking, good looking, lazy, dishonest)

9.

Spirituality (e.g., child of God, Catholic, Buddhist)

COMUNICATION AND LANGUAGE

In Germany, the predominant language its the German, 95% of the people speaks German, as a nation, they are
very cold and they dont say too much, but also theyre polite and honest, if a German tells you that he is going to
be a president, believe him, theyre men in their words, not like us, the Mexicans.
Also, they look like Jewish people because the Sunday its a day to relax and to stay quiet (for Jewish people its
the Saturday).
Titles are very important and denote respect and admiration; you have to be very polite with someone who is a
doctor, a lawyer, etc. Hierarchy its very important also.
In case of business, you dont need to know your clients very well, Germans dont need a personal relationship to
make business, not like the Chinese people that they need to know you a little bit before doing business.

CLOTHES
They are very conservative with colors like blue, black, gray, and not ostentatious at all.
Jeans are ok for every occasion, except in an elegant social event, or in your job or your wedding.
For men, jeans, leather shoes and a shirt is good enough. In case of women; a dress, a blouse and almost no
jewelry its enough.

FOOD
Pork is the most consumed meat, nor the beef, not the chicken; they need a lot of calories to keep their bodies
big and round, they love the sausage, in German its called worst, and there are like 1,500 varieties all over
Germany.
Beer its the favorite alcoholic beverage, and they have like 500 different marks and styles of beer.
They eat five times per day, like us, but eat a little bit more and healthier than us,
Some examples of traditional food:
Apple strudel: Is a delicious pastry filled with apples flavored with sugar, cinnamon and breadcrumbs.
Eintopf: Some vegetables, potatoes, then some meat like pork, chicken or beef.
Sptzle: Noodles made from wheat flour and egg.

VALUES AND NORMS

WORK HABITS AND PRACTISES

POWER DISTANCE
This dimension deals with the fact that all individuals in societies are not equal is a percentage lower than Mexico
where the hierarchy is so important.
INDIVIDUALISM
Small families with a focus on the parent-children relationship rather than aunts and uncles are most common.
There is a strong belief in the ideal of self-actualization. Loyalty is based on personal preferences for people as
well as a sense of duty and responsibility.
MASCULINITY
Germany is considered a masculine society, the society will be driven by competition achievement and success,
with success being defined by the winner/ best in field.
UNCERTAINTY AVOIDANCE
Strong preference for deductive rather than inductive approaches, be it in thinking, presenting or planning: the
systematic overview has to be given in order to proceed. This is also reflected by the law system.
LONG TERM ORIENTATION
Is a pragmatic country. In societies with a pragmatic orientation, people believe that truth depends very much on
situation, context and time.
INDULGENCE
German culture is restrained in nature, societies with a low score in this dimension have a tendency to cynism
and pessimism

POSSIBLE MARKETS
The purpose of this factsheet is to introduce honey production and marketing as a potential business opportunity.
This overview focuses on the key management issues in developing and operating a honey enterprise in those
countries. This profile isnt intended to be a substitute for individuals making their own thorough assessment of all
the key factors that would influence the success of their individual enterprise.

HIGHLIGHTS
Honey was the worlds primary sweetener prior to the use of refined sugar, the popularity of honey is largely due
to it being a natural sweetener, can be used as a food spread include being a sweetener in cereals, cakes mixes
jams jellies and increasingly as an ingredient in health and beauty products.
ENTRY STRATEGY
We choose partnerships and strategy alliances with a domestic or foreign company because they can provide us
the expertise technology capital or market access that we might not be able to afford by our own.
The products
STRATEGIC OBJECTIVES
Profitability
As says the goal of our organization, expand our market, so we need large investments which according to the
time we can make by planning and presentation of our revenues and progress of our product to investors or in
which case for new partners, using tactics that demonstrate that we are a company with great potential for
continued growth.
Human Resources
Implement continuous improvements in our company in the implementation of training programs and training for
our operational and administrative staff in our organization find trust and communication for greater performance
and as a result an excellent quality throughout our production process.
Technology and processes
Being at the forefront of technology and administrative processes, making our statistics resource utilization, and
as noted above continue to expand our offices, using these the technology to improve our product to meet the
required quality standards desired. Using methods semiannual review as to make them less serious time higher
costs to the company and make it a longer term decline could fall into our processes...
Growth
Starting operations from January 2014 in the German market expecting a satisfactory response from the market,
we intend to expand our market from August of the same year art see market strategies. Increasing the
participation of the company in the flow of ideas for the growth of our product.
Quality
Applying quality standers efforts to achieve good control of our resources and our employees, making internal
audits implemented by human resources to achieve our mission, vision and our goal.

PROVISIONS FOR EXPORT

Data coming apiary honey
Owner
SAGARPA registration number
Verification at reception
Lot remission
International Health Certificate SAGARPA
Certificate EUR 1 (for exports to the European Union) shipping documentation
Name transportation line.
Number of transport box.
National Health Guide (railroad and road)

RULES FOR OFFICIAL BRAND

Any person who produces, honey container or markets will have access to the use of the official mark
as long as it complies with the rules established for the use of the logo, including full compliance, to an
accredited certification body and approved the specifications described in the tender documents, plus
those established by the Ministries of Economy; Agriculture, Livestock, Rural Development, Fisheries
and Food; and the Foreign Trade Bank co-owners of the official mark.

Packaging, Packaging to be used and Regulations in the Country Shopper

Packing
For the packaging of honey that is our product exported; it will be done through transparent resin
bottles with the lid a Commuter applicator so our product more attractive to the market.
Packing
For the protection of our product packaging and space-saving containers is done by firing rubber wrap,
so we will save large amounts of money.
Label
To meet the required specifications within this country to the label the product shall be:
Consumer information

We reviewed the information on the label is presented full and truthful, and do not confuse the
consumer. Products that included the nutritional table is evaluated.
Given that a mayonnaise may not contain thickeners, its presence affect the overall assessment. Some
samples showed problems in the net content of their lots.

Brand authorized
Logo
Food Specifications
Barcode
Net content in OZ
How to use
Main Ingredients
Recommendations for use
INTERNATIONAL PRICES

Pay mode
For the first order 50% deposit is required by means of a deposit in US dollars and 50% letter of credit.

Used incoterm
EXW (Ex-Works, at the factory) the exporter must deliver the goods at its factory. From that moment the
costs and the risks of damage or loss of the goods shall be borne by the importer.
In this way it will be as an incentive to our customers know that the product will be in your company
without any damage caused by the relocation.

Obligations of the seller

1. Provide items under the contract.
2. Permits, authorizations and formalities.
3. Contract of carriage and insurance.

4. Delivery.
5. Transfer of risk.
6. Division costs.
7. Warning buyer.
8. Proof of delivery, transport document or equivalent electronic message.
9. Review, packaging and marking.
10. Other liabilities.
Obligations of the Buyer
1. Payment of the price.
2. Permits, authorizations and formalities.
3. Contract of Carriage.
4. Acceptance of delivery.
5. Transfer of risk.
6. Division costs.
7. Notice to the seller.
8. Proof of delivery, transport document or equivalent electronic message.
9. Inspection of the items.
10. Other liabilities.
The goods are sent from Mexico to the port of Hamburg and land will take up the capital (Berlin) where
they will deliver the product to our customer in his cellar.
Price:
The determination of export price was:
Manufacturing variables:
The raw material and labour involved are integrated.

Marketing:
The projected advertising and administrative costs would be considered.
Export:
It included in the specific case of the company:
Export packing.
Charging outlet store.
Shipping port.
Step customs for export.
Sale price:
$ 2.75 Dolls. or 2.25 Euros