Service product fruit juice - fruit juice marketing in Europe.

摘要

The developing market for fruit juices in the European Community following the introduction of the Euro is discussed, in the light of a steady increase in per capita consumption and a shift in demand towards variety (products are required for different times of the day, different activities, different health criteria, etc.) and micro- rather than macro-marketing techniques. The importance of `added benefits' (e.g. wellness, luxury, pleasure) is emphasized, as is the importance of pricing competitively.