《I-Marketing》 南京大学mkt17.ppt

1、Copyright 2001 by Harcourt, Inc. All rights reserved. Requests for permissions to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando, Florida 32887-6777.,INTERNATIONAL MARKETING 6e,Services Marketing,C

2、hapter 17,Copyright 2001 by Harcourt, Inc. All rights reserved. Requests for permissions to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando, Florida 32887-6777.,INTERNATIONAL MARKETING 6e,Working fo

3、r a foreign-owned firm The number of Americans working for foreign firms is dramatically increasing, but problems related to work in a foreign firms culture are many and can be tiresome. Some of the problems are in the areas of strategic planning, consensus building, career advancement, commitment t

4、o a firm, patience, documentation and language barriers. Discuss how each of them will affect Americans working in Germany and Japan. How are the above concerns related in a reversed situation, I.e if foreigners were working for an American owned firm or institution?,Copyright 2001 by Harcourt, Inc.

5、 All rights reserved.,17-3,Definitions and distinctions Goods are physical objects, devices, or things. Services are deeds, performances, or actions. Goods are fixed in form and require physical distribution; services are delivered as problem solutions on or off-site.,Differences Between Services an

6、d Goods,Copyright 2001 by Harcourt, Inc. All rights reserved.,17-4,Differences Between Services and Goods,Definitions and distinctions The main difference between goods and services is intangibility. Services are generally more intangible, personalized, and perishable.,Copyright 2001 by Harcourt, In

7、c. All rights reserved.,17-5,Linkage between Services and Goods,Goods and services complement one another. Goods frequently require servicing after their purchase (mostly related to industrial goods).,Copyright 2001 by Harcourt, Inc. All rights reserved.,17-6,Linkage between Services and Goods,Goods

8、 and services are marketed in varying packages or combinations to targeted customer groups Customer groups have differing perspectives on the features and provisionof services.,Copyright 2001 by Harcourt, Inc. All rights reserved.,17-7,Stand-Alone Services,Services compete with goods and compete wit

9、h other services (e.g., video rentals). Services are intangible and perishable, presenting problems in matching service capacity to variations in demand.,Copyright 2001 by Harcourt, Inc. All rights reserved.,17-8,Stand-Alone Services,Consumption of servicesrequires provider and customer involvement.

10、 Service consistencyis required.,Copyright 2001 by Harcourt, Inc. All rights reserved.,17-9,Tangible/Intangible Offerings of Airlines,Vehicle,Transport,Service Frequency,Food and Drinks,Transport,Transport,Distribution,Price,Airlines,Intangible,Tangible,Source: Adapted from G. Lynn Shostack, “Breaki

11、ng Free from Product Marketing, “ in Services Marketing, ed. Christopher H. Lovelock (Englewood Cliffs, NJ: Prentice-Hall, 1984), 40.,Copyright 2001 by Harcourt, Inc. All rights reserved.,17-10,Problems with Services,Market transparency Consumers have difficulty in evaluating services because custom

12、ers may use (or require )the same service in different way. Service heterogeneity Services vary in their content and quality of delivery as customer requirements change. Cultural sensitivity Services are delivered directly to the customer, making them potentially more culturally sensitive than produ

13、cts.,Copyright 2001 by Harcourt, Inc. All rights reserved.,17-11,The Role of Services,In the U.S. economy The service sector produces 77% of U.S. GNP and employs 80% of the workforce. Financial and technical services exporting and importing are both growing rapidly.,Copyright 2001 by Harcourt, Inc.

14、All rights reserved.,17-12,The Role of Services,In the U.S. economy The service sector produces 77% of U.S. GNP and employs 80% of the workforce. Financial and technical services exporting and importing are both growing rapidly.,Copyright 2001 by Harcourt, Inc. All rights reserved.,17-13,The Role of

15、 Services,.In the world economy Services are the fastest growing world trade sector International services contribute more than half of GNP in many industrial nations. Trade in services is about 25% of all world trade.,Copyright 2001 by Harcourt, Inc. All rights reserved.,17-14,The Role of Services,

16、Models of Economic Systems by importance to GNP; Developed countries path of economic structure Model I: agriculture, Industry and services Model II: Industry, service and agriculture Model III: service, industry and agriculture Developing countries path of economic structure Model I: agriculture, s

17、ervices and industry Model II: agriculture, industry and service Model III: industry, agriculture and service Model IV: service, industry and agriculture,Copyright 2001 by Harcourt, Inc. All rights reserved.,17-15,Global Transformation of Services,Reduced governmental regulation Transportation, bank

18、ing, and telecommunications Decreased regulation by industry groups. Technological advances are opening up and increasing worldwide service trade opportunities. Both labor-intensive and technology-intensive services are expanding into global markets.,Copyright 2001 by Harcourt, Inc. All rights reser

19、ved.,17-16,International Trade Problems in Services,Data collection problems The quality of data collected on the service trade is poor due to the difficulty of quantifying and tracking the delivery of services. Services lack of homogeneity for transparency, making comparisons and the measurement of

20、 the effects of services in global markets difficult .,Copyright 2001 by Harcourt, Inc. All rights reserved.,17-17,Regulation of Services Trade,U.S. disincentives to international services State and federal regulations are formidable barriers to entry. Governmental justification for entry barriers N

21、ational Security Economic Security Protection of infant industries Obstacles to service trade abroad barriers to entry performance Discriminatory and nondiscriminatory regulations,Copyright 2001 by Harcourt, Inc. All rights reserved.,17-18,Governmental Responses to Services Problems,Trade liberaliza

22、tion developments OECD code on invisible transactions (1950s) GATT and the Tokyo Round The Government Procurement Code Subsidies and Countervailing Measures Code The Uruguay Round and the General Agreement on Trade in Services (GATS),Copyright 2001 by Harcourt, Inc. All rights reserved.,17-19,Corpor

23、ate Involvement in Services Marketing,Typical International Services Banking and financial services Construction, design, and engineering services Legal and accounting services Communication services Teaching and training services Management consulting,Copyright 2001 by Harcourt, Inc. All rights reserved.,17-20,Starting to Market Services Internationally,For services tied to complementary goods“ Follow the path of the good in the market. For services independent of