International Marketing - US and Europe What were the similarities and differenc

Question

International Marketing - US and Europe

What were the similarities and differences between the marketing practices you are familiar with in the U.S. and Europe? You might want to include the following:

1. What did you notice in general about the marketing environment compared to the U.S.? Did it seem that the overall marketing environment was similar to the U.S. or unique, and if so, how?

2. Were customers the same in general in terms of how they shopped, what they wanted, or why they bought? Is a customer just another customer no matter where they are from?

3. What similarities and differences did you notice in terms of the products available in Europe compared to the U.S.? (examples?)

4. What similarities and differences did you notice in terms of the pricing practices used in Europe compared to the U.S.? (examples?)

5. What similarities and differences did you notice in terms of the promotion practices used in Europe compared to the U.S.? (examples?)

6. What similarities and differences did you notice in terms of the distribution practices used in Europe compared to the U.S.? (examples?)

Explanation / Answer

In International marketing the factors which makes all the difference between any two countries are economic

structure, social cultural, legal parameteres , and geographical factors which create a difference in the target audience.
Thus this determines the international marketing and its level of opportunities and threats.
If we study the the similarities and differences between the marketing practices with in the U.S. and Europe they can be

identified on the given parameters:
1. marketing environment- This is a factor which surround the business and influence its marketing operations.The

United States' economy is the largest in the world and thus has a huge potential market.The U.S. retail market is

fragmented and has low levels of concentration as compared to Europe. Reasons for this is the country's size and

diverse customer base.Similarly to do business in Europe, enough importance of cultural awareness should be there

in order to be successful. Europe is not just one country with a uniform culture . Hence this gives ample scope to

regional and local businesses and niche players to operate in different parts of the country
Another factor is online shopping is gaining popularity in the U.S. while in Europe it can be a slower sales process

because buyers in Europe still expect to meet face-to-face and it is essential to establish a stronger relationship with

buyers.
If looking at the the number of procedures and length of time it takes for a new company wanting to start a business in

the U.S they need to allow for more permit time in the planning stages for its startup

2.customers -America is obviously more geographically dispersed, convenience of online shopping with delivery straight to a consumer’s door, rather than traveling to a store is preferred .The European consumers on the other hand are more densely populated and look forward to personalize the shopping experience across channels. For many North Americans, it’s not as easy to get to a physical store location, so many seek convenience and online delivery ease.
Most large fashion houses, like Chanel and Burberry, are based in Europe. These brands have paved the way in terms of cutting edge omnichannel shopping experience for consumers. Because the shopping experience is so seamless is Europe, with popularity of “click and collect” and in stor

3.promotion practices-Advertising and promotion practices vary between Europe and in the USA. While it is common

to see people wearing wierd costumes to promote products on American streets, it is very rarely observed in

European countries. Likewise, in Americans to place giant billboards alongside the highways is common, this practice

is absent in most of Europe for being considered as distracting, and the only signs on the roadways are public

awareness campaigns for safer driving. Bumper stickers can be commercial for advertising in the USA. Europeans are

much more conservative when it comes to sticking advertising stickers on their cars. Generally American companies spend more money on advertising than European companies.

4.distribution practices-It’s geographically more feasible to connect with people to do business in Europe as compared to the USA because of its geograpical prohibition of movement.Tariffs, Taxes and Labelling are also a point of difference where The USA has over 300 ports of entry, the Customs and

Border Protection regulate all imports into the U.S. they are categorized according to the Harmonized Tariff Schedule

and also labelling and regulatory adherence are very crucial for any businesses for entering in the U.S. With all these

regulatory complexities it is little complex to do business in the USA as compared to Europe.
5.products available- Today is a time of globalisation where the international barriers have reduced for all kinds of goods and services in this scenerio the availibility of any kind of goods is not much difficult in any part of the world except few domestic goods which are produces strictly in local areas and are not much promoted to cross border trades. Hence we may find almost all the significant brands , goods and products across the country and regions

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