International Marketing in Europe

Maja Szymura-Tyc

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ISBN/ISSN:

978-83-7246-754-6

DOI:

Wydawnictwo:

Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach

Rok wydania:

2012

Liczba stron:

240

XML:ISBN/ISSN:

ONIX MARC21

Bibliografia:

. International Marketing in Europe. Red. Szymura-Tyc, Maja . Katowice: Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach, 2012, 240 s. ISBN 978-83-7246-754-6

Bibliografia refWorks:

RT Book, Whole

SR Electronic(1)

A2 Szymura-Tyc, M.

T1 International Marketing in Europe

PB Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach

PP Katowice

YR 2012

SN 978-83-7246-754-6

Bibliografia BibTex:

@Book{ 63719, author = "", editor = "Szymura-Tyc, Maja", title = "International Marketing in Europe", publisher = "Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach", year = "2012", address = "Katowice", isbn = "978-83-7246-754-6" }

Bibliografia endNote:

TY - BOOK

AU -

ED - Szymura-Tyc, Maja

TI - International Marketing in Europe

PB - Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach

CY - Katowice

PY - 2012

SN - 978-83-7246-754-6

ER -

Netografia (standard APA):

. Red. Szymura-Tyc, Maja. International Marketing in Europe [baza danych online] Katowice: Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach, 2012 [dostęp: 03 06 2024]. Dostęp w Ibuk Libra: https://libra.ibuk.pl/reader/international-marketing-in-europe-maja-szymura-tyc-63719.

communication, European Integration, Market, Internationalisation, Distribution

The aim of this book is to provide basic knowledge on international marketing in the European market. It is targeted at students of management, international business and international economic relations, but may also be appreciated by practitione...

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ISBN/ISSN:

978-83-7246-754-6

DOI:

Wydawnictwo:

Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach

Rok wydania:

2012

Liczba stron:

240

XML:ISBN/ISSN:

ONIX MARC21

Preface9
Chapter 1 The European perspective in international marketing11
Internationalisation of firms and markets12
International marketing concepts and orientations16
European integration and international marketing concept19
Chapter 2 The dynamics of European marketing environment29
Political, legal, and regulatory environment30
Economic and demographic environment37
Social and cultural environment47
Chapter 3 Researching European markets61
The marketing research process and its international dimension62
Information needs in various stages of international involvement68
Methodological considerations in researching European markets70
Current trends in data collection in Europe77
Chapter 4 Segmentation, targeting, and positioning for the European markets83
European markets segmentation84
Assessing market potential and selecting target markets92
Target market strategy options for European markets95
Types of positioning in European markets96
Chapter 5 Market entry strategies for European markets103
General approach to market entry strategy choice104
Market entry modes106
Exporting as a foreign market entry strategy107
Contractual entry modes109
Foreign direct investments116
Chapter 6 European product and brand decisions127
Product decisions in the international market128
Types of goods in the international market130
Product life cycle in European markets132
International product strategies for the European market136
Branding strategies in European markets140
Brand protection in European markets146
Chapter 7 Services marketing in European markets151
The nature of services and their classification152
Internationalisation of services in European markets156
Internationalisation and market entry modes of service firms160
International marketing strategies for services in Europe165
Chapter 8 Pricing decisions for European markets173
Factors influencing pricing decisions in European markets174
International pricing strategy and policy175
Export price calculation and its escalation179
Price standardisation versus differentiation in European markets184
Specific issues in European cross-border pricing187
Charter 9 Managing European distribution193
External determinants of distribution strategies in European markets194
Structure of distribution channels in Europe198
Managing and controlling distribution channels205
Physical distribution in European market209
Chapter 10 Marketing communication in European markets213
Factors influencing marketing communication in European markets214
Standardisation versus differentiation in marketing communication221
Marketing communication tools in European markets225
European media for marketing communication229
Appendix235

Internationalisationoffirmsandmarkets

Acharacteristicfeatureofthecontemporaryeconomyisitsincreasinginterna-

tionalisation.Itcanbeanalysedatthemacroeconomiclevel,throughtheobser-

vationofthegrowinginternationalisationofnationaleconomies,atthemezzo

economiclevel,whereitexpressesitselfintheincreasedinternationalisationof

marketsandsectors,andatthemicroeconomiclevel,whichreferstocompanies

inparticular.Movingtoalowerlevelofanalysis,wecantalkabouttheinterna-

tionalisationofacompany,sparticularactivitiesorprocesses,suchasproduc-

tion,researchanddevelopment(R&D)andfinally,marketing.Alltheselevelsof

internationalisationareinterrelated,e.g.theliberalisationofacountry,sforeigneco-

nomicrelationsisultimatelyreflectedintheinternationalisationofitsmarketsand

sectorsand–lastbutnotleast–companies,activities,includingmarketingones.

Companiesinternationalisetheiractivitiesfornumerousreasons.Thesearchfor

newmarketsandresourcesavailableabroadisindicatedasthemostcommon

motive.Theyalsoseekpossibilitiesforincreasingefficiencyandimprovingac-

cesstostrategicresourcesandcompetencieswhichcanbeacquiredthroughco-

operationwithforeignpartners.Thesemotives,or,inotherwords,driversfor

acompany,sactivityintheinternationalmarket,canberoughlyclassifiedinto

threegroups:economicmotives,market(marketing)motivesandlegal(politi-

cal)motives[Wiktoretal.,2008,pp.24-28].

Themajorgroupofmotivesaretheeconomicmotives–companiesinternatio-

nalisetheiractivitiesbecauseitisprofitable:internationalisationprovidesan

opportunitytoincreaseturnoverand/orreducecosts.Turnovermayincreasedue

toariseinsalesachievedbyenteringnewforeignmarkets,whichwouldbeim-

possibletoaccomplishinasaturatedhomemarket.Theremaybeseveralsour-

cesofcostreduction,i.e.acutinoperatingcostsperunit(production,R&D,

marketing,etc.),resultingfromeconomiesofscaleandsynergyeffectswhich

occurwhenacompany,smarketscopegetsbroader.Costscanbereducedbe-

causethecostsoflabour,rawmaterialsandenergy,transport,financialservices

andothersmaybelowerabroad.Obviously,theinvolvementinforeignmarkets

leadstoanincreaseincosts,too.Itisnecessarytoinvestinthedevelopmentof

large-scaleproduction,createnew,usuallylonger,distributionchannelsinfore-

ignmarkets,incuradditionalexpensesformarketandmarketingresearchand

advertisinginthenewmarkets.Therefore,beforeundertakingactivitiesonan

internationalscale,acompanyshouldperformaneconomiccalculation,takinginto

accountboththeresultsthatcanbeachievedandtheoutlaysthathavetobemade.

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International Marketing in Europe

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