Specific Euro-marketing elements in the single European market. A Cultural approach

• Author: Epuran G., Tescasiu B.
• Pages: 47-52

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 1 - 2015

Specific Euro-marketing elements in the single

European market. A cultural approach

Gheorghe EPURAN1, Bianca TESCASIU2

Abstract: European Union represents a challenge for the economists to adapt to a new

structure and a new way of doing business. It created a new type of market – The Single

European Market – and generated specific issues regarding the defining elements of this.

New standards, new types of consumers, the European approach regarding products, doing

business at the over-national level with doing the payments in a single currency are just a

few of the specific elements that motivate a new specialization of marketing, euro-marketing.

In this context, the European cultural elements influence in a specific way that has to b e

considered in the European market and in the context of the European legislation.

Key-words: European integration, Euro-marketing, The Single European Market, Euro-

producer, Euro-consumer, European cultural identity.

1. Introduction

“European integration” is a complex term to define. Trying to do that, we should

take into consideration the fact that integration supposes phenomenon at the

microeconomic level – between producers – and the macroeconomic level –

between national entities. (Prisecaru, 2001) International integration might be

focused on the trade sector – integration in trade - or on goods and services –

integration of markets -; also, it might consider positive effects – positive integration

– or negative aspects – negative integration.*

Speaking about markets, The Single European Market is a big challenge for

the European Economy. The reason for that consists in the fact that European

Market is unique in the world, considering at least the following elements: the free

movements of goods, services, labour, and capitals; the European cultural values;

the differences between the living-standards in the member-states; the different level

of development of the European Union countries.

1 Transilvania University of Braşov, epuran.gheorghe@unitbv.ro

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

* NB – the term “positive” and “negative are used not in the traditional meaning, but in the terms of

creation/removal of some economic aspects