11. Globalisation of Services

Question 1

Major International Marketing Decisions

Answer 1

>Looking at global marketing environment
> Deciding whether to go global
> Deciding which markets to enter
> Deciding how to enter the market
> Deciding on global marketing programme
> Deciding on global marketing organisation

Question 2

Methods of International Trade in Services

Answer 2

1. Production of service in one country for consumption in another: only possible for separable services
2. Production of a service by a domestic company in an overseas market for overseas consumption
3. Production of a service at home for sale to overseas customers for consumption in the domestic market

Question 3

Defining which Markets to Enter

Answer 3

• Define international marketing objectives and policies
• Decide what volume of foreign sales is wanted
• Choose amount of countries
• Determine types of countries to enter
• Evaluate each market

Question 4

Market Entry Strategy

Answer 4

• Serving customers overseas directly from domestic base
• Direct investment in foreign subsidiary
• Licensing/ franchising
• Joint ventures/ strategic alliances
• E-commerce
• Consider timing of market entry