1. 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

2. Product Components for Adaptation

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

4. 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

6. 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

7. 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