Exam 17: Marketing Services and Projects Overseas

Discuss ways to overcome the cultural sensitivity issues that are associated with the marketing of services in an overseas market. Use a specific services category in a particular country to illustrate your answer.

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Question 1

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As a general rule services are more culturally sensitive than goods. This is because services are delivered in real time, the process of service delivery involves interaction, services are people specific, services are delivered in a cultural setting and customers judge the process as well as the outcome. There are many ways that cultural sensitivity may cause issues in the marketing of services in an overseas market, An example of this cultural issue can be seen in the tourism industry in the opening example about the Accor Group in Australia. They trained guides how to speak Mandarin, changed the room service menu, altered the room décor, and even changed the television channels to appeal to Chinese visitors.
(Examples may differ by student; this example answer is taken from the text)

In the marketing and business management services sub-sector Australia's exports almost always exceed imports

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(True/False)

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Question 2

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False

The project ________ stage involves the multilateral or regional development body reviewing the feasibility study and visiting the country in which the project is undertaken so as to hold discussions with the executing agency:

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Question 3

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Services products are generally more culturally sensitive than physical goods. Which of the following is NOT a cultural influence on the service encounter?

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Question 4

Tied aid given on a bilateral basis must:

(Multiple Choice)

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Question 5

A location-free professional service is where a permanent presence in the overseas market is not necessary in order for the marketing firm to deliver the services products.

(True/False)

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Question 6

Because services cannot be saved or stored, it is necessary to devise strategies to cope with fluctuating demand. This characteristic of services is referred to as simultaneity (inseparability).

(True/False)

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Question 7

Build and operate schemes usually involve the formation of a consortium that funds, builds, operates and maintains the project.

(True/False)

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Question 8

Explain the advantages of a build and operate scheme and why a consortium would want to undertake such a project.

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Question 9

The approach where a firm or consortium undertakes the project and operates it until its outlay plus profit are recovered from the earnings of the project is known as a:

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Question 10

Discuss how the marketing mix differs for firms who are engaged in marketing projects internationally. Illustrate your answer with examples.

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Question 11

Patterson and Cici (1995) developed an alternative classification framework for firms involved in the classification of service. How would this framework apply to a newly opened organic spa resort which also provided an online range of products?

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Question 12

There are two types of drivers of internationalisation of service firms, firm-level and industry-level. An example of a firm-level driver is scale economies.

(True/False)

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Question 13

Which of the following is an industry level driver of the internationalisation of service firms?

(Multiple Choice)

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Question 14

Which of the following is one of the subsectors of business and professional services:

(Multiple Choice)

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Question 15

Aid given on a bilateral basis can be either financial or in-kind.

(True/False)

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Question 16

The project appraisal stage includes four areas of appraisal which are technical, economic, financial and institutional.

(True/False)

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Question 17

Outline ways in which a firm may need to modify its services marketing approach when dealing with high as opposed to low-context cultures.

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Question 18

In addition to the traditional 4Ps of marketing, which additional two variables impact international project marketing?

(Multiple Choice)

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Question 19

Gronroos (1990), in his Nordic model concentrated on three elements of service quality which are:

(Multiple Choice)

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Question 20

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Discuss ways to overcome the cultural sensitivity issues that are associated with the marketing of services in an overseas market. Use a specific services category in a particular country to illustrate your answer.

In the marketing and business management services sub-sector Australia's exports almost always exceed imports

The project ________ stage involves the multilateral or regional development body reviewing the feasibility study and visiting the country in which the project is undertaken so as to hold discussions with the executing agency:

Services products are generally more culturally sensitive than physical goods. Which of the following is NOT a cultural influence on the service encounter?

Tied aid given on a bilateral basis must:

A location-free professional service is where a permanent presence in the overseas market is not necessary in order for the marketing firm to deliver the services products.

Because services cannot be saved or stored, it is necessary to devise strategies to cope with fluctuating demand. This characteristic of services is referred to as simultaneity (inseparability).

Build and operate schemes usually involve the formation of a consortium that funds, builds, operates and maintains the project.

Explain the advantages of a build and operate scheme and why a consortium would want to undertake such a project.

The approach where a firm or consortium undertakes the project and operates it until its outlay plus profit are recovered from the earnings of the project is known as a:

Discuss how the marketing mix differs for firms who are engaged in marketing projects internationally. Illustrate your answer with examples.

Patterson and Cici (1995) developed an alternative classification framework for firms involved in the classification of service. How would this framework apply to a newly opened organic spa resort which also provided an online range of products?

There are two types of drivers of internationalisation of service firms, firm-level and industry-level. An example of a firm-level driver is scale economies.

Which of the following is an industry level driver of the internationalisation of service firms?

Which of the following is one of the subsectors of business and professional services:

Aid given on a bilateral basis can be either financial or in-kind.

The project appraisal stage includes four areas of appraisal which are technical, economic, financial and institutional.

Outline ways in which a firm may need to modify its services marketing approach when dealing with high as opposed to low-context cultures.

In addition to the traditional 4Ps of marketing, which additional two variables impact international project marketing?

Gronroos (1990), in his Nordic model concentrated on three elements of service quality which are:

Rationale for International Marketing

Avoiding the Pitfalls of the International Political and Legal Environment

Catering for the Social and Cultural Environment of International Marketing

Technology Change and International Marketing

Contemporary Environmental Variables in International Marketing

Research in International Markets

International Market Selection and Entry

International Competitive Strategy

Internationalization, Relationships and Networks

Globalization

Planning for Effective International Marketing

Modifying Products for International Markets

International Pricing for Profit

Promotion in International Marketing

Effective International Distribution

International Marketing in the Decade Ahead

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