7. International Product and Services Marketing

The new frontier in international marketing seems to be in the service and retailing areas. These firms all face the same challenges as those experienced by manufacturing organizations. The ability to overcome the challenges will be the mark of the successful organization.

1). As an illustration, consider that professional and business services industries (such as accounting, management consulting, and advertising) have only recently globalized.

2). Service firms are not always welcomed with open arms when they attempt globalization.

Page 11 of 11, Ch.7

BUS104-103, week 7