In this module, you learned about the global service experience based on the customers from US and Japan, various differences among consumers and the opportunities and strategies of global marketing and also the regulatory mechanism for services.
You then learned about the foundations of service distribution strategies comprising of What, How, When and Where form of service distribution and the key drivers for channel preferences among customers.
You then explored the roles, benefits and cost of using intermediaries for distributing services, the concept of franchising, the challenges of distributing services globally and also the determinants of international market entry strategies.
You then learned about how effective pricing is central to the financial success of service firms, foundations of pricing strategy, different types of financial costs and the limitations of cost-based pricing.
Finally, you learned how net value and gross value can be enhanced through value-based pricing, reduction of related monetary and non-monetary costs, competition-based pricing and the concept of revenue management.
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