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International Marketing of Services

Learn about the extended marketing mix for services, including elements like people, processes, and physical evidence. Delve into the unique characteristics of services and how they differ from products. Explore the growth of the service sector and market-oriented trade with service organizations.

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International Marketing of Services

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Presentation Transcript

  1. International Marketing of Services • Services • The extended marketing mix for services • Elements of service • People • Processes • Physical evidence

  2. Services are distinguished from products mainly because they are generally produced at the same time as they are consumed, and cannot be stored away or taken. An enhanced marketing mix needs to be deployed.

  3. Services • Growth of service sector in advanced industrial societies • market oriented trade with service organisations e.g. internal markets • Marketing characteristics of services • intangibility • inseparability (cannot be separated from the provider) • heterogeneity (precise standardisation is difficult) • perishability (cannot be stored e.g. hotel rooms) • ownership (does not result in a property transfer)

  4. The extended marketing mix for services • People - the personnel • Process e.g. airlines • Physical evidence • Personal selling • Front line workers e.g. skills, attitude

  5. People

  6. Processes

  7. Physical Evidence

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