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Marketing in the EU introduction Alena Klapalová, Ph.D.

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1 Marketing in the EU introduction Alena Klapalová, Ph.D. alenabra@centrum.cz albra@seznam.cz

2 Course objective To be able to do market/and or maketing analyses of any of the EU country/countries and to give answers to the stated managerial marketing problem

3 How to reach the objective? To work out team seminar work, present it and answer the questions of teacher and colleagues

4 How, when…??? Team: 3-5 people „working weeks“: 20th October – 17th November – working at school, dormitory, at home, canteen….. Presentation (PPT): 24th November, 1st December, 8th December, 15th December Presentation – cca 40 – 50 minutes

5 Content of the seminar work Introduction – what happens, what and why will be solved (cca 1-3 pages) Theoretical background (cca 3 – 6 pages) not compulsory Methodology (cca 1-3 pages) not compulsory Analyses (cca 10 -20 pages) Recommendations (cca 2-6 pages) Seminar work in WORD/or PPT full of information and data must be put into IS 4 days before the presentation!

6 What? Company description –Including product/service Market and industry analysis & trends Target market/s (characteristics + culture Competition analysis Marketing plan /not necessary

7 EU http://europa.eu/index_en.htm http://europa.eu/abc/keyfigures/sizeandpopulatio n/index_en.htmhttp://europa.eu/abc/keyfigures/sizeandpopulatio n/index_en.htm http://europa.eu/abc/keyfigures/qualityoflife/wealt hy/index_en.htmhttp://europa.eu/abc/keyfigures/qualityoflife/wealt hy/index_en.htm http://europa.eu/abc/keyfigures/education/index_ en.htmhttp://europa.eu/abc/keyfigures/education/index_ en.htm http://europa.eu/abc/keyfigures/work/index_en.ht mhttp://europa.eu/abc/keyfigures/work/index_en.ht m http://europa.eu/abc/keyfigures/tradeandeconom y/index_en.htmhttp://europa.eu/abc/keyfigures/tradeandeconom y/index_en.htm

8 Policy areas of the EU http://europa.eu/pol/index_en.htm http://ec.europa.eu/index_en.htm

9 Example: Consumer INFORMATION NETWORKS Classifying consumer complaints and enquiries Monitoring consumer outcomes in the single market European Consumer Centres Network: "ECC-Net" General rules: product safety General principles of food law - European Food Safety Authority - Procedures for food safetyGeneral principles of food law - European Food Safety Authority - Procedures for food safety Internal Market Problem Solving System (SOLVIT network) European Judicial Network in civil and commercial matters Language use in consumer information MISLEADING ADVERTISING AND PRACTICES Unfair Commercial Practices Misleading and comparative advertising http://europa.eu/pol/cons/index_en.htm

10 Example: health Health determinants: lifestyle Tobacco –Exposure to environmental tobacco smoke (Proposal)Exposure to environmental tobacco smoke (Proposal) –Green Paper on promoting smoke-free areas in the European UnionArchivesGreen Paper on promoting smoke-free areas in the European Union –Advertising and sponsorship of tobacco products (print media, radio, information society)Advertising and sponsorship of tobacco products (print media, radio, information society) –Manufacture, presentation and sale of tobacco productsManufacture, presentation and sale of tobacco products –Prevention of smokingPrevention of smoking –Ban on smoking in public placesBan on smoking in public places –Community Tobacco Fund: information programmesCommunity Tobacco Fund: information programmes Alcohol –European strategy to reduce alcohol-related harmEuropean strategy to reduce alcohol-related harm –Community strategy to reduce alcohol-related harm (Council conclusions - 2001)Community strategy to reduce alcohol-related harm (Council conclusions - 2001) –Drinking of alcohol by young peopleDrinking of alcohol by young people –Drinking and driving: Maximum authorised level of alcohol in the bloodDrinking and driving: Maximum authorised level of alcohol in the blood Nutrition and physical activity –Healthy diet for a healthy lifeHealthy diet for a healthy life –Green Paper on promoting healthy diets and physical activityArchivesGreen Paper on promoting healthy diets and physical activity –A Strategy for Europe on nutrition, overweight and obesity related health issuesA Strategy for Europe on nutrition, overweight and obesity related health issues –Obesity, nutrition and physical activityObesity, nutrition and physical activity –Nutrition and healthNutrition and health Mental health –Alzheimer’s and other dementias: European initiativeAlzheimer’s and other dementias: European initiative –Green Paper on Mental HealthGreen Paper on Mental Health –Community action in the field of mental healthCommunity action in the field of mental health –Combating stigma and discrimination in relation to mental healthArchivesCombating stigma and discrimination in relation to mental health –Combating stress and depression-related problemsCombating stress and depression-related problems http://europa.eu/pol/health/index_en.htm

11 Doing business in Serbia http://www.serbia-business.com/ www.siepa.gov.rs/attach/Doing_Business_in_Serbia_06.pdf www.siepa.gov.rs http://www.doingbusiness.org/Documents/CountryProfiles/SRB.pdf http://www.buyusa.gov/serbia/en/66.html http://www.pwc.com/rs/en/publications/doing-business-guide.jhtml http://books.google.cz/books?id=dduTMrBQxBsC&printsec=frontcover&dq=business+in+Serbia&s ource=bl&ots=ROhsp- oyEA&sig=qz7BofNpYm01_sZ9SGit3fkPNR4&hl=cs&ei=vKmYTN6JPIfAswacgaWxDA&sa=X&oi= book_result&ct=result&resnum=9&ved=0CEsQ6AEwCA#v=onepage&q&f=false http://en.wikipedia.org/wiki/Beer_in_Serbia http://en.wikipedia.org/wiki/Carlsberg_Srbija http://www.travelserbia.info/beer.php http://www.worldlingo.com/ma/enwiki/en/Beer_in_Serbia http://www.youtube.com/watch?v=WZHl4aAhcqc http://www.youtube.com/watch?v=3hBzx-VciTg&feature=related

12 Doing business in Poland http://www.youtube.com/watch?v=eTr-MA4t9Nc&feature=related http://www.doingbusiness.org/Documents/CountryProfiles/POL.pdf http://www.paiz.gov.pl/files/?id_plik=9003 http://www.communicaid.com/%5Ccross-cultural-training%5Cculture-for- business-and-management%5Cdoing-business-in%5CPolish-business-and- social-culture.phphttp://www.communicaid.com/%5Ccross-cultural-training%5Cculture-for- business-and-management%5Cdoing-business-in%5CPolish-business-and- social-culture.php http://books.google.cz/books?id=Dk2vlUQESaIC&printsec=frontcover&dq=d oing+business+in+poland&source=bl&ots=TV4pQgZ9Jm&sig=BlnXatoFwB 67DcPWUVFedjxfRo0&hl=cs&ei=y7SYTOqlDsHHswa62tyRDA&sa=X&oi=b ook_result&ct=result&resnum=4&ved=0CDMQ6AEwAzgK#v=onepage&q&f =false http://en.wikipedia.org/wiki/Beer_in_Poland http://cms.browary- polskie.pl/zppp/pliki_publiczne/Prezentacja_na_konferencje_11_02_09.pdfhttp://cms.browary- polskie.pl/zppp/pliki_publiczne/Prezentacja_na_konferencje_11_02_09.pdf http://www.polishmarket.com/82721/Grupa_Zywiec_results_reflect_conditio n_of_Polish_beer_market.shtmlhttp://www.polishmarket.com/82721/Grupa_Zywiec_results_reflect_conditio n_of_Polish_beer_market.shtml

13 Beer and Europe http://www.sirc.org/publik/drinking5.html http://www.brewersofeurope.org/docs/publicatio ns/Contribution%20made%20by%20Beer%20to %20the%20European%20economy%20FULL% 20REPORT%2010-8-2009.pdfhttp://www.brewersofeurope.org/docs/publicatio ns/Contribution%20made%20by%20Beer%20to %20the%20European%20economy%20FULL% 20REPORT%2010-8-2009.pdf http://estore.bized.co.uk/freecontent/30005AAB. pdfhttp://estore.bized.co.uk/freecontent/30005AAB. pdf

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