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1 Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

1 2012

1 Żbikowska A.

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Zróżnicowanie czynników demograficznych i ekonomicznych w krajach Unii Europejskiej jako determinanta działań marketingowych

100%

Żbikowska A.

Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie

2012

nr 896

81-96

The European Union and its unquestionably greatest achievement – the single market – suggest that EU member states make up a separate region which may be treated by companies as a single market. It may seem, therefore, that marketing activities and the use of uniform tools within the EU’s single market should be relatively simple. Nevertheless, apart from the obvious cultural differences between the particular European countries, due attention should be given to their social and economic diversity. The objective of the paper is to identify selected demographic and economic factors at work in EU member states and to determine the extent to which the EU represents a uniform area from the point of view of marketing. Such issues are of vital importance in the light of the fact that the EU has as many as 501 million consumers. The analysis of demographic and economic factors illustrates that the EU’s single market may be divided into countries with different characteristics. The existing differences may hinder the standardisation of marketing tools.