Services are quite variable because they are dependent upon who provides them as well as where and when they are provided. Internal training and motivation of customer contact employees and service personnel are discussed. Technical quality and functional quality determine overall service quality. International marketing objectives, strategies, and policies are investigated, with an emphasis on foreign market selection. Corporate adaptation of products, distribution channels, and communications to fit each foreign market is addressed.
Students develop and evaluate a marketing plan for a product or service.
Identifying markets, estimating demand, determining budgets, and evaluating the effectiveness of programs are emphasized. The development of policies for pricing, advertising, sales marketing channels, and customer relations is discussed.