《I-Marketing》 南京大学mkt17.ppt

INTERNATIONAL MARKETING 6e Services Marketing INTERNATIONAL MARKETING 6e Working for a foreign-owned firm The number of Americans working for foreign firms is dramatically increasing, but problems related to work in a foreign firm’s culture are many and can be tiresome. Some of the problems are in the areas of strategic planning, consensus building, career advancement, commitment to 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? Differences Between Services and Goods 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 and Goods Definitions and distinctions The main difference between goods and services is intangibility. Services are generally more intangible, personalized, and perishable. Linkage between Services and Goods Goods and services complement one another. Goods frequently require servicing after their purchase (mostly related to industrial goods). Linkage between Services and Goods Goods and services are marketed in varying packages or combinations to targeted customer groups Customer groups have differing perspectives on the features and provisionof services. Stand-Alone Services Services compete with goods and compete with other services (e.g., video rentals). Services are intangible and perishable, presenting problems in matching service capacity to variations in demand. Stand-Alone Services Consumption of servicesrequires provider and customer involvement. Service consistencyis required. Tangible/Intangible Offerings of Airlines Problems with Services Market transparency Consumers have difficulty