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Chapter 12 Global Marketing of Services
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Transcript of Chapter 12 Global Marketing of Services
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 12 Global Marketing of Services
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Differences Between Services and Goods
• Goods are
• Services are
• Goods are fixed in form and require physical distribution
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Differences Between Services and Goods
• Services differ from goods most strongly in their intangibility•
• Linkage between services and goods•
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Differences Between Services and Goods• Stand-alone services•
• Services have high _________• Services present problems in
• Production and consumption of services requires _____________
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Differences Between Services and Goods
• Services are custom-made•
• Quality perception of service customers is largely determined by the behavior of the employees they contact• Market transparency:
• Service heterogeneity –
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Differences Between Services and Goods
• Services require new channels of distribution•
• Cultural sensitivity•
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The Role of Services in the U.S Economy
• Infrastructure services comprises of telecommunications, insurance, banking, and logistics
• Cross-border transactions:
• Total U.S. service exports grew from $6 billion in 1958 to $560 billion in 2010
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The Role of Services in the U.S Economy• The leading U.S. services exported in
2010•
•
•
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The Role of Services in the U.S Economy
• The United States had a trade surplus of around ____ billion in 2009• Trade surplus:
• Trade deficit:
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The Role of Services in the World Economy
• According to the WTO, cross-border exports of services globally totaled $3.6 trillion in 2010
• The impact of the service sector is also evident on some smaller countries of the world
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Global Transformation of Services
• Deregulation:
• Decreased regulation of service industries by industry groups
• Primary deregulated industries in the United States• • •
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Global Transformation of Services
• Technological advancement is another major factor in increasing service trade•
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International Trade Problems in Services
• Data collection problems•
•
•
•
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International Trade Problems in Services• Regulation and service trade negotiations• Barriers to entry
• • • • • •
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Corporate Involvement in International Services Marketing
• Services and e-commerce•
•
• Note of caution•
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Corporate Involvement in International Services Marketing
• Need for a multilingual website:• Facilitate a shift toward non-English-
speaking Internet users• • Access new customers• • Demonstrate that company is customer-
centric
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Corporate Involvement in International Services Marketing
• Generate trust by providing services in a customer’s native language• • Beat competition• • Be picked up by more search engines
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Corporate Involvement in International Services Marketing
• Services and academia•
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Corporate Involvement in International Services Marketing
• Typical international services• Financial services• • Legal and accounting services• • Management consulting•
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Corporate Involvement in International Services Marketing
• Combining international advantages in services help to develop newer and drastic comparative lead
• Various starting points for marketing services internationally• •
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Corporate Involvement in International Services Marketing
• Services which are independent of goods•
• Identify and understand transition points abroad
•
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Corporations and Involvement in International Services Marketing
• Strategic implications for international services marketing•
•
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Corporations and Involvement in International Services Marketing
• Train the organizational personnel to convey the spirit, values, and attitudes of the corporation
•
• Consider the distribution implications of international services