The Internal European Market and Strategic Marketing Planning:

Abstract

An attempt is made to show the consequences of a single European market. “Nineteen ninety-two” will have a significant effect on a firm's internal and external environment. Shifts in geographic segmentation strategies will occur and possible clustering of “Euro-Consumers” are also possibilities. In distribution, a concentration of buying and selling power had taken place, at different channel levels. More products may be sold under one (global) label, but their composition will have to take local preferences into account. Growith in “Euro-brands” will lead to advertising aimed more at the entire European market, aided by deregulation and advances in technology in the communications industry. However, we expect that there will only be a limited blending of habits, customs, and tastes, culminating in similar preferences and buying behavior.