1. Export Marketing Veikko Laine Product ? What the seller sells ? What the buyer buys ? GoodsServices Visible, concrete Invisible, abstract Facts, reasoning, intellect Image, feelings, emotions Production \ Marketing Selling = Production Marketing \ ConsumptionProduction = Consumption Producer produces Buyer participates in production => co-production, co-operation - who is the Customer ?

2. Export Marketing Veikko Laine Product ? cont. Goods Services Owner of the Product is either the Producer or the Customer Owner of the Product is : The Customer AND the Producer Customer feed-back, afterwards Customer feed-back, immediate Product changes are slowProduct changes are rapid Personnel => TechnologyPersonnel => Attitude Mastery of Production Mastery of Interaction ”Product” knowledge ”Prod. k. AND human relations k. Customer decisions Y/NCustomer decisionmaking is continuing all through the proces

3. Export Marketing Veikko Laine Product ? cont. Goods Services Decisions are made high- up in the hierarchy Decisions must be made locally & promptly Production personnel must learn to work with technical questions Personnel must also learn the very character of services Products are producedServices are performed by the buyer and the seller ”Product” = (consists of) Goods & Services => X …devil lurks behind the tiny details Services => To make it ”easy” for the Customer Services => “Product” = abstract & concrete