Marketing Services Globally: A Fourfold Typology

Abstract

With the various service industries accounting for more and more of the world's GDP, it is fast becoming a necessity for U.S. service firms to globalize their market offerings. This article offers a typology that categorizes services as being core or augmented and then determines both the process and content of service delivery and an appropriate delivery mode for each. This article integrates the concepts of service marketing and service standardization by offering a new typology for global service marketers.

KEYWORDS:

• services typology
• core service
• augmented service
• standardization
• mass customization
• localization, personalization