課程國(guó)際市場(chǎng)營(yíng)銷學(xué)-英文ch15services marketing

1、Services MarketingChapter 15Differences Between Services and GoodsDefinitions and distinctionsGoods 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-si

2、te.The main difference between goods and services is intangibility. Services are generally more intangible,personalized, and perishable.Linkage between Services and GoodsGoods and services complement one another. Goods frequently require servicing after their purchase.Goods and services are marketed

3、 in varying packages or combinations to targeted customer groups.Customer groups have differing perspectives on the features and provision of services.Stand-Alone ServicesServices compete with goods and compete with other services (e.g., video rentals).Services are intangible and perishable, present

4、ing problems in matching service capacity to variations in demand.Consumption of servicesrequires provider and customer involvement.Service consistencyis required.Tangible/Intangible Offerings of AirlinesDistributionPriceAirlinesIntangibleTangibleVehicleTransportService FrequencyFood and DrinksIn-fl

5、ight ServicePre- and Postflight ServiceSOURCE: G. Lynn Shostack,”Breaking Free from Product Marketing,” in Services Marketing ed. Christopher H. Lovelock (Englewood Cliffs, NJ; Prentice-Hall, 1984),40.Problems with ServicesMarket transparencyConsumers have difficulty in evaluating services because c

6、ustomers may use (or require )the same service in different way.Service heterogeneityServices vary in their content and quality of delivery as customer requirements change.Cultural sensitivityServices are delivered directly to the customer, making them potentially more culturally sensitive than prod

7、ucts.The Role of ServicesIn the U.S. economyThe service sector produces 80% of U.S. GNP and employs 83% of the workforce.Financial and technical services exporting and importing are both growing rapidly.In the world economyServices are the fastest growing world trade sector.International services co

8、ntribute more than half of GNP in many industrial nations.Trade in services is about 29% of all world trade.Global Transformation of ServicesReduced governmental regulationTransportation, banking, and munications Decreased regulation by industry groups.Technological advances are opening up and incre

9、asing worldwide service trade opportunities.Both labor-intensive and technology-intensive services are expanding into global markets.International Trade Problems in ServicesData collection problemsThe quality of data collected on the service trade is poor due to the difficulty of quantifying and tra

10、cking the delivery of services.Services lack of homogeneity for transparency, making comparisons and the measurement of the effects of services in global markets difficult.Regulation of Services TradeU.S. disincentives to international servicesstate and federal regulations are formidable barriers to

11、 entryGovernmental justification for entry barriersnational Securityeconomic Securityprotection of infant industriesObstacles to service trade abroadbarriers to entryperformancediscriminatory and nondiscriminatory regulationsCorporations and Involvement in International Services Marketing merce has

12、played an important role in expanding global services.Many service providers know customers “virtually” only.Language barriers slow merce service expansion.Typical international services include financial, construction, design, engineering services, legal and accounting, teaching, and management con

13、sulting.Starting to Market Services InternationallyFor services tied to complementary goods“Follow the path of the good in the market.For services independent of goodsIdentify market situations abroad similar to the domestic market where the application of services expertise presents opportunities f

14、or market entry and expansion.Identify and understand transition pointsDomestic and economics changes in foreign countries can create the need for services expertise.International Services MarketingStrategic ImplicationsIdentify the nature and the aim of the service offering core.Communicate the performance of the service on both the mass level and the