This document discusses international marketing of services. It notes that services are intangible, inseparable from their provider, difficult to standardize precisely due to their heterogeneous nature, perishable, and do not result in a property transfer for the consumer. The marketing mix for services is expanded to include people, processes, physical evidence, personal selling, and frontline workers. People involved in delivering the service, such as their appearance, professionalism, attitude, skills, commitment, numbers, behavior, and discretion are important elements to consider.