THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK),

FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka) 1

Describe ways in which marketing services internationally differs from the international marketing of physical products.

Explain how culture can affect key aspects of services marketing. Compare the advantages and disadvantages of using global brand

names and using single-country brand names. Differentiate between a global brand name and a global brand

strategy. Identify the strengths and weaknesses of global brands versus

local brands. Define private branding and explain why it is used by some

international firms. Differentiate among trademark preemption, counterfeiting, and

product piracy, and suggest ways in which firms can seek to minimize each of these.

Explain how social marketing is similar to—and different from—the international marketing of products and services.

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Marketing services globallyBranding decisionsTrademarks and brand protectionSocial marketing in the global

context

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1. Communication services2. Financial services3. Software development4. Database management5. Construction

6. Computer support

7. Accounting8. Advertising9. Consulting10. Legal

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Services are: Intangible – They cannot be stored or

readily displayed or communicated Simultaneous - Production and

consumption happen at same time Heterogeneous - Production lines do

not exist to deliver standardized products of consistent quality

Perishable - Cannot be stored 5

Guaranteeing quality worldwide = hard

Fewer opportunities for economies of scale

Back-stage elements (planning and implementation) are EASIER to standardize than front-stage elements (aspects of service encounters)

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Globally recognized brand name = asset Gives product credibility Enables consumers to identify the

product Helps consumers make choices faster

and more easily

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1. Identify common customer needs and determine how brand can deliver FUNCTIONAL and EMOTIONAL benefits.

Establish process to communicate brand’s identity to consumers, channels, and firm’s own employees.

Establish tracking system to chronicle global brand identity.

Determine whether company will employ a top-down or bottom-up global brand strategy approach.

Top down- organization follow more centralized top down approach

Bottoms up – more gradual bottoms up approach (Sony and Mobile)

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Importance of Brand Champions Charged with building and managing a

global brand Monitors the brand across markets Authorizes the use of the brand on other

products and businesses (brand extensions)

Typically senior manager at HQ, a product development group, manager of lead country, or manager of country with major market share for brand

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Consumers who rely on global brands to indicate products of quality and innovation

Concerned that transnational firms respect workers rights and the environment

Segment is 55% of consumers Fewer global citizens in the U.K. and U.S. More global citizens in Brazil, China,

Indonesia10

Consumers who think global brands represent quality

Consumers attracted to lifestyle that global brands portray

Less concerned with social issues Global dreamers segment is 23% of

consumers Young people in Russia, the Ukraine, and

U.S. viewed themselves as part of global world and preferred global products

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Skeptical of the quality of global brands

Also do not trust transnational firms Prefer to buy local and avoid global

products The segment represents 13% of

consumers This segment is common in Britain

and China but less common in Egypt and South Africa

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Judges global and local brands by the same criteria

Neither impressed or alienated by global brands

Global agnostics represent 8% of the consumers

This segment is larger in U. S. and South Africa, but less common in Japan, Indonesia, China and Turkey

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Private branding – Supplying products to another party for sale under the latter’s brand name

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Counterfeits and piracyFighting counterfeits

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Adaptation of marketing practices designed to influence the voluntary behavior of target groups in order to improve their personal welfare and that of the society to which they belong

Influence of NGOs

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Social marketers not concerned with profitability

Social marketers’ funding comes from sources other than target markets

Lateral partnerships among social marketers are common

Social marketers consider how governments view their products

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