tài liệu Marketing Quốc Tế -tài liệu tiếng anh
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Characteristics of services
+ Intangibility. You cannot easily touch a
service
+ Heterogeneity. The service is not
exactly the same each time
+ Inseparability: Services are produced
when they are consumed.
+ perishability: You cannot store a service
The Service Industries
1. Accounting 11. Data processing
2. Advertising 12. Design and engineering
3. Banking 13. Distribution
4. Broadcasting 14. Education
5. Computer services 15. Entertainment
6. Computer software 16. Funeral service
7. Construction 17. Health care
8. Consulting 18. Insurance
9. Contract research 19. investment banking
10. Data entry 20. Leasing
The Service Industries
21. Legal services 31. Transportation
22. Lodging + Courier
23. Maintenance and repair + Merchandise
24. Media + Passenger
25. Reservation systems
26. Restaurants
27. Royalties and licensing
28. Security systems
29. Tourism
30. Telecommunications
Service entry modes
1. Exporting: Software, architecture…
2. Licensing
3. Strategic alliances: accounting, legal,
medical services
4. Foreign direct investment: Citibank office
in many foreign cities
Barriers to service expansion
abroad
One study of 384 service firms found the most important
barriers in foreign entry
Problem %
1.Host-country restrictions 21.6
And regulations
2. Quality delivery and 19.5
customers service
3.Cultural differences 13.8
4. Staffing and personnel 13.0
5. Logistics 8.3
