ABSTRACT
Hewlett-Packard corporation wins a US$3 billion contract to manage Procter & Gamble’s global IT services. 1 The head of Microsoft’s Russian operations lectures her employees on the value of intellectual property and exhorts them not to buy counterfeit products. 2 In Kenya, a local office of Care International promotes behavioral changes that will decrease diarrheal diseases. 3
In Chapter 10 , we discussed the global implications of products, product lines and product development. In this chapter we examine issues related specifically to services marketing, global brands and brand protection. In addition, we explore the role of social marketing in the international arena. Although many of the issues covered in Chapter 10 apply to services as well, we begin this chapter by discussing what makes services different from physical products. We then illustrate how culture can affect a number of issues associated with services marketing. We continue with a discussion of the various implications of selecting brand names for international markets and present the pros and cons associated with global branding. The following section focuses on brand protection. We conclude by examining how global marketing can be extended to many aspects of social marketing.
