The impact of market similarity on international marketing strategies: The automobile industry in Western Europe

The formulation of an optimal marketing mix is quite complex when that mix must be effective across multiple international markets. At the crux of the problem is whether markets are similar to each other or interdependent and how this influences marketing mix decisions. Examining the marketing mixes of more than 30 automobile companies competing in the five major markets in Western Europe, it was found that easily changed marketing mix elements, such as prices and advertising, reflect market similarity, interdependence, and product-market conditions, although not always in the expected ways. The least flexible element, the number of models offered, does not appear to reflect any of these types of conditions. © 2000 John Wiley & Sons, Inc.