Question

For this discussion assignment, undertake some research (through the library or other citable resources) to gain insight on how those Service Characteristics can vary based on differing international regions (or countries) outside of the United States. In a brief statement, share what you’ve learned about this and provide an example of how you think this will impact marketing to guests that may be coming from or going to that region or country.

Answer 1

Before discussing on characteristics of services, first one should know what services are? So, here is the answer. Service is a special kind of product that have some features which differentiate it from goods. Services are intangible in nature and cannot be separated by its provider. Eg. A teacher provides his/her services by teaching the students. so here we cannot separate the teaching skills from the teacher. Another special characteristic of service is that the service provider must be paid for the services given.
The world is continuously looking forward to the modernisation and this has taken to the services marketing to the new heights. Service marketing is somehow complex than the marketing of the goods because here marketer sells which can't be seen. Still, it is gaining the attention of almost the entire world.   
Here are some special characteristics service
1. Services are intangible in nature. No one can touch or see them. These can be felt only.
2. Services are heterogeneous in nature. Service varies from person to person. Even service provider him/herself change it in accordance with the needs of the customer.
Services are perishable in nature. You can't enjoy one service again and again. One you used it, it perishes.
These service characteristics can vary in different international regions. Services are highly fluctuating in nature. Their demand varies from season to season, person to person and region to region. the demand seems to be increased during the peek season. But it is not necessary that an increase in demand in one region also increases the demand in another region. it may be the case when another region may have its offseason. For example, in winter season tourists from different countries come to India to see the Taj mahal. This will increase the demand for hospitality services in India. At the same time, this is the case of offseason in other region and in the US as well.
The US is on number one in providing the services. It employes approx 75% of its workforce in the service sector.

Illustration of how those Service Characteristics can vary based on differing international regions (or countries) outside of the United States.
McDonald's: McDonald's Corporation is an American based company which deals with fast food. It is the world's largest food chain by its revenue. MacDonalds has its restaurants in almost the entire world and in India as well. In The US McD provide both veg and non-veg products (including pork). But when they started their marketing in India, they changed their a few policies. Like in India people do not eat pork due to their religious segments. So they came to India with a policy that they do not offer pork here.
not only this, McD is known for the respect they do for the local culture. India is the only country where McD does not offer beef and pork product.
This is how services differ from region to region.

Service marketing is heterogeneous. As we have seen the example of McD, how they have changed their policies to respect the customs and culture of a country(India). There are so many examples of it. Culture and customs have a significant impact on service marketing. Service policies should be liberal. If someone is coming to your country and going foreign from your country and that person finds the services easy to avail then it leaves a positive impact on him/ her. On the contrary, if the service policy is rigid and it can't be adjusted with the needs of the tourist then it leaves the negative impact on the person and ultimately goes to the bad marketing skills.