Services Marketing Management: An International Perspective

By Hans Kasper; Piet Van Helsdingen et al. | Go to book overview

CHAPTER
THREE

SERVICE ENVIRONMENT
After studying this chapter you will understand that:
a structured and periodic external analysis by scanning the environment is of vital importance for a service provider in order to survive;
the growth in the service sector is fuelled by various marketing-related trends;
a comprehensive framework of the external analysis consisting of sequentially examining the macro-environment, the environ ment of the service sector and the competition enables managers to make their own judgement of the risks and opportunities for their organizations;
the insights from these separate analyses can be utilized in the process of strategic planning, marketing planning and in the development of new services;
major developments, in selected service industries world wide, make rapid changes in the business environment of individual companies.

BELOW:The many faces of
a strategic alliance

Photograph printed with permission of Wilhelm Schultz © 1997.

-71-

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