Problems and Strategies in the International Marketing of Services

Services is the fastest growing sector in international trade but is overlooked as a subject of study in international marketing. Some international marketing problems specifically related to services are discussed. Two categories of services – product services and service products – are considered, with discussion focusing on the latter. The characteristics of services, inseparability, heterogeneity, perishability and the marketing mix are examined to identify the unique problems they may create in the internationalisation process of service firms. Solutions to these problems are suggested.