International/Services Marketing

Macro Environmental Factors

Culture, competition, government regulation, politics, taxation, language infrastructure

Standardization vs. Localization

Selling to multiple countries vs. selling to your own

Think global; Act local

The more the product is related to culture, the more it needs to be standardized

Entry Strategies

Export, licensing, joint venture, direct investment

4 I’s of Service Marketing

Intangibility, Inseparability, Inconsistency, Inventory

Intangibility

Not something that can be physically held

Inseparability

The service and provided and received at the same time

Inconsistency

Level of quality/price not the same every time

Inventory

Can’t build an inventory, on an immediate needs basis