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tài liệu Marketing Quốc Tế
Characteristics of services+ Intangibility. You cannot easily touch a service+ Heterogeneity. The service is not exactly the same each time+ Inseparability: Services are produced when they are consumed.+ perishability: You cannot store a service The Service Industries1. Accounting 11. Data processing2. Advertising 12. Design and engineering3. Banking 13. Distribution4. Broadcasting 14. Education5. Computer services 15. Entertainment6. Computer software 16. Funeral service7. Construction 17. Health care8. Consulting 18. Insurance9. Contract research 19. investment banking10. Data entry 20. Leasing The Service Industries21. Legal services 31. Transportation22. Lodging + Courier23. Maintenance and repair + Merchandise24. Media + Passenger25. Reservation systems26. Restaurants27. Royalties and licensing28. Security systems29. Tourism30. Telecommunications Service entry modes1. Exporting: Software, architecture…2. Licensing3. Strategic alliances: accounting, legal, medical services4. Foreign direct investment: Citibank office in many foreign cities Barriers to service expansion abroadOne study of 384 service firms found the most important barriers in foreign entryProblem %1.Host-country restrictions 21.6And regulations2. Quality delivery and 19.5customers service3.Cultural differences 13.84. Staffing and personnel 13.05. Logistics 8.3 Local marketing of global services+ Marketing segmentation+ Positioning+ Product line+ Branding+ Pricing+ promotion+ Distribution . 13.84. Staffing and personnel 13.05. Logistics 8.3 Local marketing of global services+ Marketing segmentation+ Positioning+ Product line+ Branding+