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Article Title: Marketing Management And The Eu
Author: Jonathon Hardcastle
Word Count: 542
Article URL: http://www.isnare.
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Many of the marketing texts argue that marketing is a logical
process with a natural structure which can be viewed primarily
as a method of: understanding the marketing environment; using
the marketing mix; developing a marketing plan based upon the
use of the mix; implementing a plan through a strategy; and
finally, using a control method to ensure the strategy is
adhered to. This marketing process is reviewed and evaluated
regularly and modifications made to the use of the mix to take
account of market changes impacting upon competitiveness. This
view of marketing seems to suggest that much of the marketing
theory relate to multinational enterprises, which are
internationally based and have global ambitions. The EU market
constitutes a differentiated marketplace in terms of culture,
competition, and organization strategies used to penetrate the
target market. Although these differences have their
implications interfere with a country's business planning, EU
is considered as an opportunity for companies worldwide to
expand through internationalizatio
major players in terms of sales, profits, market shares and
organizational momentum.
Another core issue in marketing is the growth and importance of
theories in networking and interaction. This view looks at the
way in which companies and organizations interact and
consequently network with each other to gain commercial
advantage in world markets. The network can be using similar
subcontractors or components, sharing research and development
costs or operating within the same governmental framework.
Clearly, being within the EU, a trading block with no internal
barriers creates its own networks. Collaborations in aerospace,
vehicle manufactures and engineering have all sponsored the
development of a European outlook based on its own internal
market network. This network and interaction approach to
marketing shows the substance of being able to influence
decisions by knowledge of how the EU network works or
interacts.
The EU is a rich, diverse market, with a vibrant and varied
cultural heritage; this means that although there has been a
harmonization process within the 15 states as a result of the
formation of EU, there are still differences. Rather than
business being simpler as a result of the union, it should be
recognized that because of regulation and need to restructure
in a global market it can be highly complex. It should be
remembered that the Europeans have a high-income average and
like to have their cultural differences recognized. Those firms
that will or have recognized this have a good chance of
developing a successful marketing strategy to meet their needs.
Furthermore the marketing operations of EU companies need to be
adapted in order to respond to the multiple of changes which
have taken place in Europe. However, it is not possible to
identify clearly how companies should modify their marketing
operations. Some companies face radical change to overall
strategy as well as to marketing operations. Other companies
are more likely to consider minor alterations to their existing
strategies and marketing initiatives. The only "golden rule" as
is so often the case is that there are no "golden rules." EU
companies need to assess their marketing response to the
changes in the European environment, on the basis of careful
studying the effects of these changes on their current and
likely future activities.
About The Author: Jonathon Hardcastle writes articles for
http://4investing.
articles for http://businessworl
http://ifinancecent
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