Pros and Cons

1. INDIAN MARITIME
UNIVERSITY
COCHIN
INTERNATIONAL MARKETING OF
SERVICE
CENTRAL GOVERNMENT UNIVERSITY

3. INTERNATIONAL MARKETING
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Performance of business activities in more
than one nation
Has both product as well as service
porfolio
May create specialised p&s for a particular
nation
Ex. Product Heienz & nestle
Ex. Service DHL, Vodafone, Silk air ,AIG

4. Examples of Service Industries
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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

10. NATURE OF SERVICE MARKETING
 customer do not obtain ownership of service
Service are perishable
Customer may be involved in production process
Promotion needs different approaches
Employees are considered more important than
customers.

11. OBJECTIVES
i.
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vii.
Domestic market constraints
Government policies
Growth of overseas market
Increased productivity
Relative profitability
Diversification to reduce risk
Control of inflation

12. ADVANTAGES CAN BE
Economies of scale in the service
Consistency in brand image
Ability to leverage good ideas quickly and efficiently
Better services at a reduced rate
Helps to encourage ancillary industries to be set up to cater
for the needs of the global player
Benefits of eMarketing over traditional marketing

13. CHALLENGES OF SERVICE MARKETING
 Defining and improving quality
 Communicating and testing new services
 Communicating and maintaining a consistent
image
Motivating and sustaining employee commitment
Coordinating marketing, operations and human
resource efforts
Setting prices
Standardization versus personalization

14. Special problems in International
marketing
1.Political and Legal differences
2.Cultural differences
3.Economic differences
4.Difference in Currency unit
5.Difference in language
6.Difference in the marketing infrastructure
7.Trade restrictions
8.High cost of distance
9.Difference in Trade practice

15. THANK YOU ALLLLL !!!!!!!!!!!!!!!!!!!!