Marketing approach at European level - The case of Southern-European countries

• Author: Tescasiu B.
• Pages: 45-50

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 1 - 2016

Marketing approaches at European level –

The case of Southern-European countries

Bianca TESCAŞIU1

Abstract: The specialization of Marketing refers not only on specific focus on some

domains, but, also, to its adaptation on regional issues. During the globalization process,

marketers adapted their activity to new trends, such as: standardization, integrated

distribution, production transfer, comparative advantage, etc. The common aspects of some

regional markets determined the marketers to approach differently some homogeneous

regions in the World economy. In this sense, the article intends to establish the main

differences and the common aspects of a very important area in the European economy –

The South East of Europe.

Key-words: Euro-marketing, Euro-producer, Euro-consumer, Euro-mix

1. Introduction

The European context generates some specific conditions regarding the attitude of

the European producers and consumers. Despite of the impression that an European

standardized product could make the production/selling easier, in European Union a

number of multicultural areas determine a higher need for adaptation, distribution

and even promotion. In the same time, the European Union assures easier ways to

assure distribution, specific elements of promotion, standardized products,

standardized quality, which determine positive effects on the Euro-consumers and

Euro-producers activity.

2. Objectives

The article focuses on three main directions:

a. to describe the economic specific context of the Single European Market, in

order to establish its own characteristics that influence the producers and

consumers

1 Transilvania University of Braşov, bianca.tescasiu@unitbv.ro