Europe as of today is generally defined by geographers as the westernmost peninsula of Eurasia, with its boundaries marked by large bodies of water to the north, west and south. Europe's limits to the far east are usually taken to be the Urals, the Ural River, and the Caspian Sea; to the south-east, the Caucasus Mountains, the Black Sea and the waterways connecting the Black Sea with the Mediterranean Sea.

Sometimes, the word 'Europe' is used in a geopolitically limiting way to refer only to the European Union or, even more exclusively, a culturally defined core. On the other hand, the Council of Europe has 47 member countries, and only 27 member states are in the EU. In addition, people living in insular areas such as Ireland, the United Kingdom, the North Atlantic and Mediterranean islands and also in Scandinavia may routinely refer to "continental" or "mainland" Europe simply as Europe or "the Continent".

The culture of Europe can be described as a series of overlapping cultures. Cultural mixes exist across the continent. There are cultural innovations and movements, sometimes at odds with each other. Thus the question of "common culture" or "common values" is complex.

• High reseller loyality
• High end user loyality
• Strong reference selling