With an annual GDP comparable to that of the United States, and a population of about 450 million people as of May 1st, 2004, with the addition of 10 more East European
countries, the European Union has become a major economic force in the world
economy and will continue to be a dominant factor in how other countries do business within Europe. This
paper shows that because of the influence and reach the European Union has on the
international economy, it is important to understand how EU
legislation will affect international
marketing functions between European countries and international countries. Because the European Union is still in its developmental phases and growing at a tremendous rate, rules and regulations are constantly changing, making it extremely difficult for international companies to keep up to date with all the changes. This paper looks at the various aspects of the marketing mix that have been affected by EU legislation.