国际商务ch15Internationalservics

1、1international serviceschapter 152learning objectives to examine the important role of services in international business. to understand why trade in services is more complex than trade in goods. to appreciate the heightened sensitivity required for international service success. to learn that stand

2、-alone services are becoming more important to world trade. to examine the competitive advantage of firms in the service sector. 3differences between sales and goods “a good is an object, a device, a thing;” “a service is a deed, a performance, an effort.”4links between services and goods services m

3、ay complement goods; at other times, goods may complement services.5stand-alone servicesservices can compete against goods types of offerings: communication services, reservations, car rentals, etc. food and drink, cars, books, etc.intangibletangible6how services differ from goods services are diffi

4、cult to inventory. for services offerings, the time of production is close to the time of consumption. services are more often intangible. services are often custom-made. services often require new forms of distribution.7the role of services in the u.s. since the industrial revolution, the united st

5、ates has seen itself as a primary international competitor in:the production of goods8the role of services in the u.s. in the past decades the u.s. economy has increasingly become a:service economy9the role of global services in the world economy the rise of the service sector is a global phenomenon

6、. economies of developing countries generally first establish agricultural and manufacturing sectors before entering into the services sector. as more countries enter the sector, the global services business will become more competitive.10global transformations in the services sector the rise in ser

7、vices trade is due to changes in the environment and in technology.11global transformations in the services sector reduction of government regulation. technological advancement.12problems in service trade new problems have emerged in the service sector together with the increase in the importance of

8、 service trade.13problems in service trade data collection problems.data is often sketchy.service transactions are often statistically invisible. global regulations of services.national and economic security issues result in barriers to entry.additional problems in the performance of services abroad

9、tradition, regulation, etc.14corporations and services tradeservices and e-commerce easy access to global markets. little-known firms can become known. electronic business media occurs at different rates in different countries.15corporations and services tradetypical international services banking a

10、nd consulting services can become internationally competitive. insurance services can be sold internationally. communication services have excellent success in international operations. institutions successfully offer international teaching services. tourism is a major service export.16starting to o

11、ffer services internationally novices follow the path of the good, if the service is delivered in support of a good. new marketers search for similar market situations abroad if the service is independent from goods.17strategic indications will the service be directed at people or things? will the s

12、ervice act result in tangible or intangible actions?18strategic indicationsservices aimed at people directed at peoples minds: arts religion consulting directed at peoples bodies: healthcare fitness restaurants19strategic indicationsservices aimed at things directed at physical possessions: laundry

13、landscaping refueling directed at intangible assets: banking research investments20strategic indicationsgaining credibility abroad providing objective verification of their capabilities. providing personal guarantees of performance. cultivating a professional image.21the role of personnel in international service customer interface is intense. proper provisions must be made for training of personnel. major emphasis must be placed on appearance. the person delivering the service communicates the overall attitude/value of the service corporation.22pricing and financing ininte