This document discusses international marketing of services. It notes that services are intangible, inseparable from their provider, difficult to standardize precisely due to their heterogeneous nature, perishable, and do not result in a property transfer for the consumer. The marketing mix for services is expanded to include people, processes, physical evidence, personal selling, and frontline workers. People involved in delivering the service, such as their appearance, professionalism, attitude, skills, commitment, numbers, behavior, and discretion are important elements to consider.

1. International Marketing of
Services
• Services
• The extended marketing mix for services
• Elements of service
• People
• Processes
• Physical evidence

2. Services are distinguished from products
mainly because they are generally
produced at the same time as they are
consumed, and cannot be stored away or
taken. An enhanced marketing mix needs
to be deployed.

3. Services
• Growth of service sector in advanced industrial
societies
• market oriented trade with service organisations e.
g. internal markets
• Marketing characteristics of services
– intangibility
– inseparability (cannot be separated from the provider)
– heterogeneity (precise standardisation is difficult)
– perishability (cannot be stored e.g. hotel rooms)
– ownership (does not result in a property transfer)

4. The extended marketing mix for
services
• People - the personnel
• Process e.g. airlines
• Physical evidence
• Personal selling
• Front line workers e.g. skills, attitude

6. People
•Appearance
•E.g. uniforms
•Professionalism
•E.g. doctors/police
•Attitude
•E.g. friendly v unhelpful
•Skills
•E.g. glass cutting
•Commitment
•E.g. clergymen
•Numbers
•E.g. enough waiters
•Behaviour
•E.g. MacDonald’s
•Discretion
•E.g. lawyers