Marketing Skull
No Result
View All Result
Monday, July 4, 2022
Subscribe
  • Home
  • Marketing Basics
  • Cases & Articles
  • Project Management
  • Bin
  • About Us
  • Login
Marketing Skull
No Result
View All Result
Marketing Skull
No Result
View All Result
Home Marketing Basics Services Marketing

International Services Marketing Exercise Answers

by Mak
March 28, 2021
in Services Marketing
0
International Services Marketing Exercise Answers

International Services Marketing Exercise Answers

2
SHARES
5
VIEWS
Share on FacebookShare on Twitter

Q:  What are the reasons for Servcorp’s success in international markets?  To what extent has Servcorp been able (a) to standardize, and (b) to customize its service offering worldwide?

In international markets Servcorp has obviously developed both a mix of standardization (office layouts, facilities available, the way each client is treated) and customization (local staff with local knowledge are used as in Bangkok, Jakarta etc.). 

Reasons of Servcorp’s success in international markets

The discussion highlights:

  • Understanding the needs of travelling executives
  • Making the most of globalization trends
  • Having the latest technology
  • Teamwork
  • Paying attention to the tangible evidence
  • Providing added value
  • Constant innovation.

Of course, after you read the Servcorp story you will glean some others success factors.

International Services Marketing Exercise Answers
Q: To what extent should service businesses standardise both core and supplementary service elements when marketing throughout the Asia-Pacific?  Suggest specific instances where you believe that a strategy of mass customization would be more appropriate for some of the supplementary services.

A: The Servcorp story is perhaps quite a good example of this.  The core service (office procedures, facilities available, layout, and treatment of customers) is standardized across their many offices throughout the world.  Customization is achieved by using local staff who can add value by providing translation services, local knowledge, etc.

From this example, it might seem that the core service should be standardized while it is possible to customize the supplementary service elements.  However, this not a universal law – some bright students may find some exceptions to this.

Q: The News Ltd/Murdoch launch of Super League on 4 February 1997 as a competitor of the Australian Rugby League was in part based on the premise that Super League would be marketed via cable television throughout South-East Asia. 

Is sport and Rugby League (or Rugby Union, or Soccer for that matter) in particular a ‘service’?  What problems will News Ltd have encountered in diffusing Rugby League throughout Asia?

A: As a form of recreational entertainment sport can be classified as a service.  Certainly, the characteristics and imperatives of services marketing appertain in the context of sports marketing.

Researchers may find it worthwhile to explore this more fully with students, with reference to a particular sporting club of their choice.

Problems that News Ltd Encountered in Diffusing Rugby League

Problems that News Ltd may have encountered in diffusing Rugby League throughout Asia include:

  • Unlike basketball, Rugby League is not a fully global sport
  • therefore, not likely to be readily known and accepted
  • The sport is not played in Asia
  • Cultural differences affecting attitudes to contact sport
  • Engendering team support and loyalty
International Services Marketing Exercise Answers

Author

  • Mak

    Learner

    View all posts

Tags: customization in Servcorpdiffusing rugby league in AsiaInternational services marketingmix of standardization and customizationNews Ltdproblems in diffusing rugby leaguereasons of Servcorp’s successservice customizationservice standardizationsupplementary services
Previous Post

Services Classification in International Markets

Next Post

7 Ways to test market potential of a brand

Next Post
7 Ways to test market potential of a brand

7 Ways to test market potential of a brand

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Facebook Twitter LinkedIn Pinterest Instagram

Recents

  • Project charter with detailed scenario example
  • Marketing on Instagram – A Strategy to Leverage Instagram Influencers

Pages

  • About Us
  • Marketing Research
  • Privacy Policy
No Result
View All Result
  • About Us
  • Marketing Research
  • Privacy Policy

© 2020 Marketing Skull - A School of MarketingMarketing Skull.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
Go to mobile version