State of the Art in International Services Marketing

State of the art is the stage of development (of a product, procedure, technique, methodology, or science) that a particular invention has reached a given moment, which is usually achieved due to the application of new technologies. Global service marketing is influenced by internal and external factors, known as the international marketing environment (Kashika, 2020). Internal and external elements compose the majority of a global marketing environment (Goffin et al., 2019). When discussing the internal environment, we refer to what a company can influence in the market. Mainly it consists of seven P’s, which are the product itself, price of creation and marketing, place where to provide the services, promotion of the staff, people who are responsible, physical evidence of the created product and process of making. External factors refer to things a firm has limited or no control over them.

The company’s products are promoted in other countries through international marketing, also known as global marketing. International marketing has many benefits for a company, from increasing the number of customers to enhancing brand reputation. At the same time, marketing services provide convenience to people. The main difference between the general and service markets is that the product cannot be obtained physically, and quality comes first. Businesses of all sizes can benefit from understanding these advantages when developing an overseas sales strategy and determining where to focus customer service efforts. Marketing relies heavily on services (Leonidou et al., 2018). Over the years, international services have undergone significant changes. Global marketing has become more popular since the advent of electronic media and communication services. When promoting in other countries, companies can consider cultural differences through international services marketing. The marketer must pay attention to how services should be delivered in a global context where cultural and regional differences prevail.

Although a product marketing company is not the same as a service company, they are quite similar. First and foremost, both campaigns aim to satisfy all customer needs as quickly as possible. However, service marketing requires a more careful approach to recruitment, as it will interact directly with the customer and be a representative of the company to the outside world. This is a highly responsible job and requires experienced professionals who know the traditions and culture of the area where the service is being provided.

The provision of services must vary considerably in different parts of the world. This is why you need to approach your marketing campaign with great care, respecting the traditions and customs of other people. Some services have to be nuanced and region-specific.

Influences outside the control of the global company are called the external environment. Micro and macro factors are subsets of the global external environment. In other words, micro factors refer to decisions and actions taken by businesses or people close to the company. Vendors and their marketing intermediaries are only a few of the many stakeholders (Pauly, 2018). To keep up with the competition, it is also necessary to deliver their services with quality and as quickly as possible. An essential factor is that it also affects customer feedback and the potential for attracting new customers.

In the context of global business, macro factors significantly impact a firm’s overall performance globally. These include social, cultural, political, legal, economic, and technological factors (Leonidou et al., 2018). Family, education, social institutions, and religion have social and cultural influences on global service marketing. Consider cultural differences when making marketing decisions, as different countries have different customs. It is crucial to consider politics and other international relationships when making marketing decisions, as government restrictions affect how to sell. There are several rules and regulations governing the conduct of business. Legal issues affect marketing as they impact business operations. Economic variables such as demand structure, national income, and gross domestic product are general economic factors (Julien, 2018). When building a proper marketing strategy for service delivery, a myriad of factors must necessarily be observed. These include cultural differences between countries, the potential clientele, and the price of the services to be delivered.


Goffin, K., Åhlström, P., Bianchi, M., & Richtnér, A. (2019). Perspective: State‐of‐the‐art: The quality of case study research in innovation management. Journal of Product Innovation Management, 36(5), 586-615.

Julien, P. A. (2018). State of the art in small business and entrepreneurship. Routledge.

Kashika, V. (2020). International Marketing Environment. Retrieved from Business Management Ideas.

Leonidou, L. C., Katsikeas, C. S., Samiee, S., & Aykol, B. (2018). International marketing research: A state-of-the-art review and the way forward. Advances in global marketing, 3-33.

Pauly, P. (2018). Reflections on global modelling: The state of the art. Global Economic Modeling: A Volume in Honor of Lawrence R. Klein, 49-88.

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