Problem: Discuss global issues in services marketing. The United States has become the world's largest exporter of services. Although competition is keen, the United States has a competitive advantage because of its vast experience in many service industries. To be successful globally, service firms must adjust their marketing mix for the environment of each target country.
Question: What issues would you have to think about in going global with the new service that you developed in the questions above? How would you change your marketing mix to address those issues?