The purpose of this book is to study the United States (US) retail industry in regards to international expansion into the European Union (EU) market including: the decision to expand internationally and the country or countries targeted for initial expansion; the differences in marketing practices between the US and EU markets for point of purchase marketing; the differences in product differentiation and product mix including formulation and product packaging regulations or requirements per country; the differences between US and European views on impulse items as opposed to shopping goods, and the differences in views towards "import goods" vs. "domestic goods" in Europe; the entry barriers US retailers' face including level of ownership, governmental regulations, and restrictions, and land usage regulations that limit the physical location of operations; and supply chain difficulties or advantages faced by US retailers in Europe.