Services are consumed everyday by itself or as part of a physical product. They range from general services use frequently e.g. barber, supermarket, retail banking, medical services to infrequent specialised services e.g. legal advice, funeral, education. Professional services are also purchased regularly e.g. accounting, financial services, architects, construction etc.

The intangible and perishable nature of services poses unique challenges to the providers and requires contrasting approaches to the marketing of these services. In this module, we also examine the significant roles played by both the customers and the front line service providers in offering service quality and excellence. 

Global/international marketing synchronizes resources to capture worldwide opportunities through "Glocalization"—balancing standardized efficiency with local adaptation. Guided by the EPRG Framework, firms navigate the "global village" to access international potential, ensuring survival against foreign rivals, driving economies of scale, and optimizing resource utilization.

While international marketing shares core principles with domestic marketing, it introduces additional complexities. Evaluating global market opportunities relative to added costs requires sophisticated analysis. Cultural acceptability varies significantly across borders, and firms face non-obvious financial and entry barriers. Driven by the rapid expansion of electronic communications, the global village continues to expand.