Welcome to class of Services Marketing by Dr Welcome to class of Services Marketing by Dr. Satyendra Singh Professor, Marketing and International Business University of Winnipeg Canada s.singh@uwinnipeg.ca https://abem.uwinnipeg.ca https://www.abem.ca/conference

Product Components for Adaptation

Product Component for Adaptation Support Services Component (increase life) Repair and Maintenance Instruction Manuals characters Installation instructions audio

Services Product: value physical Appearance Services (consumer/industrial): ValueProcess Services are major of world business Service/total export= 30% in UK--highest CanadaAgri, eng, insurance, r&d, mgmt. Consulting… Definition of Services Intangibility Insurance, dry cleaning, hotel Inseparability Production and consumption is simultaneous Heterogeneity Individually produced, slight variation Perishability Cannot be stored

Barriers to Entering International Services Markets Protectionism Professional pass certification exam in local language Recognition of foreign credentials Restricted movement of people Intellectual Property Trade-Related Intellectual Property Rights (TRIP)/GATTimplemented Piracy—India, China Data Transfer Across Borders Individual data e.g. consumer preferences, insurance Cultural Barriers Smile while serving, talking in the class, tip x% in the USA, round fig. In EU, No tip in China! Long vacation packages for Japanese (10 days) vs. Las Vegas – 4 days

Opportunities in International Services Markets Insurance ATM Cable TV Sports Events Beijing Toronto International Hospital Higher Education Demand (MBA) in India Call Centres After-Sales Services (SAS) Standard Aero– spare engine while plane under repair! P&G train superstore mgrs – ordering cycles and shelf stocking Firms need to be responsive Multi-site service centre – industrial products Include local firms to improve SAS