The Marketing Book 5th Edition

602 The Marketing Book associated with many public utility services means that it is unrealistic to expect two companies to comp ...

The marketing of services 603 may not be economic for the producer to cater to. Service location decisions therefore involve a t ...

604 The Marketing Book  Other people who simultaneously consume a mass-produced service can affect the benefits which an indivi ...

The marketing of services 605 As real labour costs have increased and service markets become more competitive, many service orga ...

606 The Marketing Book tangible clues about the nature of the service production process. Portfolio management ser- vices are no ...

The marketing of services 607 Marketing requires all of these departments to ‘think customer’ and to work together to satisfy cu ...

608 The Marketing Book Gronroos, C. (1984) A Service Quality Model and its Marketing Implications, European Journal of Marketing ...

The marketing of services 609 Palmer, A. (2001) Principles of Services Marketing, 3rd edn, McGraw-Hill, Maidenhead. Zeithaml, V. ...

CHAPTER 24 International marketing – the issues STANLEY J. PALIWODA Overview This chapter presents a distillation of thought and ...

International marketing – the issues 611 To export means simply to send or carry abroad, especially for trade or sale. Inter- na ...

612 The Marketing Book e New global competitors. The Pacific Basin countries have become fully-fledged competitors to well-estab ...

Degree of internationalization of the market Degree of internationalization of the firm Low High Low High The early starter The ...

614 The Marketing Book Where then is theory? The benefits of international marketing are many and dissipate risk, and provide al ...

International marketing – the issues 615 whom to offload production also means that the company does not have to resort to disco ...

616 The Marketing Book To a marketer in his or her own country, these are background factors which influence the business climat ...

International marketing – the issues 617 Other possibilities include ‘cost plus’ pric- ing, which means including a proportion s ...

618 The Marketing Book Ownership may imply but does not mean control in practice. It usually means only that large-scale investm ...

International marketing – the issues 619 Where do you want to be? There are differences between companies as to whether they per ...

620 The Marketing Book decision makers will adopt a strategy of infer- ential, assumption-based reasoning. The need to identify ...

International marketing – the issues 621 marketing tool, and the identification of fea- sible cross-national segments, the means ...