International Marketing of Services
-
Upload
riza-muhammed -
Category
Marketing
-
view
243 -
download
0
description
Transcript of International Marketing of Services
![Page 1: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/1.jpg)
INDIAN MARITIME UNIVERSITY
COCHININTERNATIONAL MARKETING OF
SERVICE
CENTRAL GOVERNMENT UNIVERSITY
![Page 2: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/2.jpg)
![Page 3: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/3.jpg)
INTERNATIONAL MARKETINGPerformance of business activities in more
than one nationHas both product as well as service
porfolioMay create specialised p&s for a particular
nationEx. Product Heienz & nestleEx. Service DHL, Vodafone, Silk air ,AIG
![Page 4: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/4.jpg)
Examples of Service Industries
Health Care◦Hospital, medical practice, dentistry, eye care
Professional Services◦Accounting, legal, architectural
Financial Services◦Banking, investment advising, insurance
Hospitality◦Sestaurant, hotel/motel◦Ski resort, rafting
Travel◦Airlines, travel agencies, theme park
Others:◦Hair styling, pest control, plumbing, counseling services,
health club
![Page 5: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/5.jpg)
![Page 6: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/6.jpg)
![Page 7: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/7.jpg)
![Page 8: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/8.jpg)
![Page 9: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/9.jpg)
![Page 10: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/10.jpg)
NATURE OF SERVICE MARKETING
customer do not obtain ownership of serviceService are perishableCustomer may be involved in production processPromotion needs different approachesEmployees are considered more important than customers.
![Page 11: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/11.jpg)
OBJECTIVES
i. Domestic market constraintsii. Government policiesiii. Growth of overseas marketiv. Increased productivityv. Relative profitabilityvi. Diversification to reduce riskvii. Control of inflation
![Page 12: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/12.jpg)
ADVANTAGES CAN BE Economies of scale in the serviceConsistency in brand imageAbility to leverage good ideas quickly and efficientlyBetter services at a reduced rateHelps to encourage ancillary industries to be set up to cater for the needs of the global playerBenefits of eMarketing over traditional marketing
![Page 13: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/13.jpg)
CHALLENGES OF SERVICE MARKETING
Defining and improving quality Communicating and testing new services Communicating and maintaining a consistent
imageMotivating and sustaining employee commitmentCoordinating marketing, operations and human
resource effortsSetting pricesStandardization versus personalization
![Page 14: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/14.jpg)
Special problems in International marketing
1.Political and Legal differences2.Cultural differences3.Economic differences4.Difference in Currency unit5.Difference in language6.Difference in the marketing infrastructure7.Trade restrictions8.High cost of distance9.Difference in Trade practice
![Page 15: International Marketing of Services](https://reader033.fdocuments.in/reader033/viewer/2022052905/5585170ad8b42ac10a8b52f4/html5/thumbnails/15.jpg)
THANK YOU ALLLLL !!!!!!!!!!!!!!!!!!!!