Marketing Management and the EU

Many of the marketing texts argue that marketing is a logical process with a natural structure which can be seen primarily as a method of: understanding the marketing environment, using the marketing mix, developing a marketing plan based on the use of mixture, the implementation of a plan through a strategy, and finally, using a control method to ensure the strategy is followed. This marketing process is reviewed and evaluated regularly and modifications for use in the mix to take account of market changes that affect competitiveness. This point of view of marketing seems to suggest that much of marketing theory relate to multinational corporations, which are internationally based and have global ambitions. The European market is a differentiated product market strategies in terms of culture, competition, and the organization used to penetrate the market. Although these differences have implications interfering with the business planning of a country, the EU is seen as an opportunity for companies around the world to expand through internationalization strategies and compete with major players in terms of sales, profits, market shares and organizational momentum.

Another key issue in marketing is the growth and importance of theories in the networking and interaction. This overview examines the way in which companies and organizations interact and consequently network with each other to obtain a commercial advantage on world markets. The network may be using subcontractors or similar components, sharing research and development costs or operating within the same governmental structure. Clearly, being within the EU, a trade bloc without internal barriers creates its own networks. Collaborations in aerospace, vehicle manufactures and engineering have sponsored the development of a European perspective based on its domestic network. This interaction network and the marketing approach shows the substance to be able to influence decisions on the knowledge of how the EU works or interacts network.

The EU is a rich, diverse markets, with a lively and varied cultural heritage, which means that even if there was a process of harmonization within the 15 states following the formation of the EU, there are still differences . Rather than economic, it is easier because the union must be recognized that, because of regulation and the need to restructure in a global market, can be very complex. It should be remembered that Europeans have a high average income and like to have their cultural differences recognized. Those companies that have recognized or will this have a good chance of developing a successful marketing strategy to meet their needs.

In addition, the marketing operations of European companies must be tailored to respond to multiple changes that have taken place in Europe. However, it is not possible to clearly identify how companies should change their marketing operations. Some companies are facing a radical change in global strategy and marketing operations. Other companies are more likely to consider small changes to their marketing strategies and initiatives. The only "golden rule", as is often the case that there are "golden rules". EU companies must assess their response to changes in marketing in Europe, based on a careful study of the effects of these changes on current activities and likely future .......