Euromarketing: reculiarities of application and tasks of ukrainian companies

Reshetnikova Iryna
Doctor of Economics, Professor of the Department of Marketing, Cracow University of Economics, Cracow (Poland), E-mail: reshet2002@gmail.com, ORCID ID: https://orcid.org/0000-0003-1445-4233

Cite this article:

Reshetnikova I. (2022) Euromarketing: reculiarities of application and tasks of ukrainian companies. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Yevromakretynh: osoblyvosti zastosuvannia ta zavdannia ukrainskykh pidpryiemstv; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odessa National Economic University (ISSN 2313-4569), Odessa National Economics University, Odessa, No. 7 (296), pp. 62-72.

Abstract

The purpose of the article is to generalize the existing scientific views on the essence of "European marketing" and the principles of its functioning, as well as to formulate the tasks of Ukrainian enterprises in the area of development and implementation of their marketing strategies on the Single European Market. The article examines the genesis of the category "Euromarketing" amid the European integration processes and the formation of the internal market of the European Union, considers the views of European scientists, analyzes the achievements of Ukraine on the way to joining the EU: from the status of "partner" to the status of "candidate for membership" of the EU. It appears that the basis for the emergence of "Euromarketing" was the creation of a "single internal European Market". The article defines the main changes in the business environment of Ukrainian enterprises that will run in the conditions of the single internal market, as well as advantages for enterprises and consumers, which Ukrainian enterprises may face and the tasks in the field of marketing activity in order to overcome them. Euromarketing is interpreted as the marketing activity of enterprises operating in the conditions of a single internal market. The peculiarities of Euromarketing and possible marketing strategies of enterprises are analyzed. The main attention is paid to the change in the application of the marketing complex in new conditions. Challenges of Ukrainian enterprises in the conditions of Euromarketing and possible ways to overcome them are determined. The research has both theoretical and practical significance. The theoretical significance lies in the generalization of scientific approaches regarding the emergence and content of Euromarketing, and the practical one is in compiling a list of tasks in the field of marketing, the solution of which will allow to streamline the transition to Euromarketing.

Keywords

European integration, internal European market, Euromarketing, principles of operation, European consumer, marketing strategies on the Euromarket.

JEL classification: F150; DOI: 10.32680/2409-9260-2022-7-296-62-72

UD classification: 339.138:339.922(477:061.1ЄС)

References

1. Seebauer R. (1977). Іntegratіon іn Euro Marketіng, "Absatzwіrtschaft — Sonderausgabe", № 10.
2. Tіetz B. (1990). Euro Marketіng. Unter nemehnsstrategіen fur Bіnnenmarkt, Verlag Moderne Іndustrіe, Landsberg/ Lech.
3. Meіssner H. G., Sіmmet H. (1992) Euro Dіmensіonen des Marketіng, Fachverlag Arnold, Dortmung.
4. Wiktor J.W.(2005). Rynek Unii Europejskiej. Koncepcja i zasady funkcjonowania, Wyd. Akademii Ekonomicznej w Krakowie, Kraków.
5. Euromarketіng. Koncepcje, strategіe, metody. (1999). Red. J.W Wіktor, AE, Krakow.
6. Euromarketіng. Przedsіebіorstwo і konsument w perspektywіe europejskіej (2003). Red. J. W. Wіktor, AE, Krakow.
7. Viktor J. (2007).Yevromarketynh, yak navchalnyi predmet na fakulteti menedzhmentu i marketynhu v Polshchi. Marketynh v Ukraini,5,.64-68 [In Ukrainian]
8. Sznajder A.(1999). Euromarketіng. Uwarunkowanіa na rynku Unіі Europejskіej, PWN, Warszawa.
9. Komor M.(2000). Euromarketіng. Strategіe marketіngowe przedsіebіorstw na euro rynku, PWN, Warszawa.
10. Kölliker А. (2006). Flexibility and European Unification: The Logic of Differentiated Integration.Lanham : Rowman & Littlefield Publishers.
11. Andersen, S., Sitter N. (2006). Differentiated integration: what is it, and how much can the EU accommodate? Journal of European Integration, 28, 4, 313–330.
12. Dyson, K. Marcussen M. (2010). Transverse Integration in European Economic Governance: Between Unitary and Differentiated Integration. Journal of European Integration, 32, 1, 17–39.
13. Scigala, D. (2014). Pozycja gospodarki polskiej w ramach globalnych lancuchow wartosci. Polska w Unii Europejskiej i globalnej gospodarce. Monografija.PTE.Warszawa.
14. Jan W.Wiktor, Michael E. (2019). Porter’s concept of competition in the context of the EU internal market protection system. Przegląd Organizacji, 6 (953), .9-16.
15. Jaśniak М., Komor М.(2008). Problemy komunikowania w euromarketingu. International Journal of Management and Economics, 23, 148-172.
16. Deszczynski. B. (2014) Globalne strategie zarzadzania relacjami z klientami. Polska w Unii Europejskiej i globalnej gospodarce. Monografija. PTE.Warszawa. [In Poland].
17. Lypov V. (2019). Hnuchka intehratsiia: istorychnyi dosvid Yevropy ta znachennia dlia Ukrainy// Ukraina – Yevropeiskyi Soiuz: vid partnerstva do asotsiatsii: Ukrainskyi Shchorichnyk z Yevropeiskykh Intehratsiinykh Studii. Lutsk, Teren, 214-223 [In Ukrainian]
18. Holovakha Ye. (2016). Ukrainian society: ways of transformation. Ukrainskyi sotsiolohichnyi zhurnal, 1-2, 26-30. [In Ukrainian]
19. Matviienkiv S. (2019). Transformatsiia ukrainskoho suspilstva na shliakhu yevrointehratsiinoho tranzytu// Ukraina, 248-255 [In Ukrainian]
20. Yaki derzhavy maiut chlenstvo v Yevrosoiuzi. Retrieved from https://europortal.biz.ua/ dovidkova/vyyizd-za-kordon/krajiny-ec.html (accessed 10.08.2022)
21. Vstup Ukrainy do YeS : perevahy dlia hromadian ta biznesu. Retrieved from : https:// jurliga.ligazakon.net/analitycs/211004_vstup-ukrani-do-s-perevagi-dlya-gromadyan-ta-bznesu. (accessed 11.08.2022) [In Ukrainian]
22. Ofitsiinyi sait Yevropeiskoho soiuzu. Retrieved from https://ec.europa.eu/commission/presscorner/detail (accessed August, 10,.2022) [In Ukrainian]
23. Prohres v antykoruptsii ta enerhetytsi, ale treba bilshe: u YeS pidhotuvaly zvit pro vykonannia Ukrainoiu Uhody pro Asotsiatsiiu. Retrieved from https://babel.ua/news/82043-progres-v-antikorupciji-ta-energetici-ale-treba-bilshe-u-yespidgotuvali-zvit-pro-vikonannya-ukrajinoyu-ugodi-pro-asociaciyu. (accessed August 10, 2022) [In Ukrainian]
24. Kandydatski "bonusy": shcho daie Ukraini nablyzhennia do chlenstva u YeS. Retrieved from https://www.eurointegration.com.ua/experts/2022/07/7/7142723/ (accessed August ,11,.2022) [In Ukrainian]
25. Ukraina vykonala uhodu pro asotsiatsiiu z YeS na 63%. Retrieved from https://focus.ua/uk/politics/522372-vypolnili-na-63-shmigal-rasskazal-o-soglashenie-obassociacii-s-es . (accessed August, 10, 2022) [In Ukrainian]
26. Rada planuie do kintsia roku ukhvalyty maizhe 30 yevrointehratsiinykh zakonoproiektiv. Informatsiine ahentstvo Interfaks-Ukraina. Retrieved from https://interfax.com.ua/news/general/844417.html. (accessed August 10, 2022)
27. Yevrokomisiia ofitsiino zaprosyla Ukrainu pryiednatysia do "mytnoho bezvizu". Retrieved from https://finance.liga.net/ua/ekonomika/ novosti/evrokomissiya-ofitsialno-priglasila-ukrainu-prisoedinitsya-k-tamojennomu-bezvizu (accessed August,11, 2022) [In Ukrainian]