Task Eleven International Service Marketing（课件）- 《国际市场营销实务》同步教学（对外经贸大学·2011）

TASK ELEVEN International Service Marketing I Introduction to International Service Marketing A service can be defined as an activity or series of activities of more or less intangible nature that normally, but not necessarily, take place in interactions between customers and service employees and/or physical resources and/or systems of the service provider, which are provided as solutions to customer problems. Look at Mini-Case 11.1 1. Scope of Service Sector Usually, the service sector includes: healthcare hospitals education banking, insurance, financial services legal services, consulting news media hospitality industry (e.g. restaurants, hotels, casinos), tourism retail sales, etc. 2. Characteristics of Service Intangibility Heterogeneity Inseparability Perishibility 3. Differences between Products Marketing and Service Marketing 4. Approaches of Service Internationalization Multicountry Expansion Importing Customers Following Your Customers Service Off Shoring—look at Mini-Case 11.2 II Strategies of International Service Marketing Before we discuss the strategies of marketing service in the international market, please look at the following questions: (1) Do you think international customers’ satisfaction is important to international service marketing？ Why？ (2) What do you think may affect the service process？ Employees？ The location in which you provide service？ Technology？ Any others？ (3) Do you think customers themselves will affect the service process？ Why？ 1. Setting the Objective of International Service Marketing Customers’ satisfaction is the key to the success of the international service company. Customers’ satisfaction results in customers’ loyalty, which will in turn bring about more profit to the company and advantage over its competitors. 2. Factors Determining International Service Customers’ Satisfaction If what customers expect is less than their perception of the service, they will be satisfied with the service. If not, they may not be