Chapter 15

Chapter 15

1. Services and Culture: Services marketers who are involved in international markets must be prepared to adapt and accommodate a whole host of cultural differences ranging from language and customs to the values and behaviors

2. Cultural Orientation Toward Nature Cultures differ in the extent to which individuals expect uncertainties to be controlled during the service encounter and in their attribution of a lack of control to the service provider or nature.

   • Cultural Orientation Toward Others Cultures that are group-oriented place more importance on social hierarchy and primary reference groups rather than self.

3. Teleservice Export: Deliver the Service to Foreign Markets Electronically

4. Global Trade in Services In the industrialized world, services now represent more than half of Gross Domestic Product (GDP) in most countries.

   • Outbound Service Export: Send the Service Provider to the Foreign Market
     • Inbound Service Export: Bring the Foreign Customer to the Service Provider An inbound service export strategy involves bringing foreign customers to the service provider

5. Entry Strategies for Global Service Markets

   • Foreign Direct Investment
     • Franchising
       • Joint Ventures

6. Standardization Versus Adaptation of Global Services

7. Multilingual Service Systems

   • Technology and Global Services
     • Few trends are as significant as the globalization of the service economy. To successfully expand into global markets, service organizations must take into account the many cultural differences that may affect their global operations.

8. Carlos Alberto Cantú Canobbio - A01222476