INDIAN MARITIME UNIVERSITY

COCHININTERNATIONAL MARKETING OF

SERVICE

CENTRAL GOVERNMENT UNIVERSITY

INTERNATIONAL MARKETINGPerformance of business activities in more

than one nationHas both product as well as service

porfolioMay create specialised p&s for a particular

nationEx. Product Heienz & nestleEx. Service DHL, Vodafone, Silk air ,AIG

Examples of Service Industries

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

NATURE OF SERVICE MARKETING

customer do not obtain ownership of serviceService are perishableCustomer may be involved in production processPromotion needs different approachesEmployees are considered more important than customers.

OBJECTIVES

i. Domestic market constraintsii. Government policiesiii. Growth of overseas marketiv. Increased productivityv. Relative profitabilityvi. Diversification to reduce riskvii. Control of inflation

ADVANTAGES CAN BE Economies of scale in the serviceConsistency in brand imageAbility to leverage good ideas quickly and efficientlyBetter services at a reduced rateHelps to encourage ancillary industries to be set up to cater for the needs of the global playerBenefits of eMarketing over traditional marketing

CHALLENGES OF SERVICE MARKETING

Defining and improving quality Communicating and testing new services Communicating and maintaining a consistent

imageMotivating and sustaining employee commitmentCoordinating marketing, operations and human

resource effortsSetting pricesStandardization versus personalization

Special problems in International marketing

1.Political and Legal differences2.Cultural differences3.Economic differences4.Difference in Currency unit5.Difference in language6.Difference in the marketing infrastructure7.Trade restrictions8.High cost of distance9.Difference in Trade practice

THANK YOU ALLLLL !!!!!!!!!!!!!!!!!!!!