An International Marketing Plan of a Service 1.0 Introduction Marketing theorist, Theodore Levitt (1986) once said, "The purpose of business is to get and keep customers." Indeed, businesses spend a lot of time and money in evaluating customer preferences to be able to retain customer loyalty. For if patronage is granted, profit increase follows. Marketing research reveals that clients are unlikely to verbally tell the service provider that they are dissatisfied (Wakefield, 2001). They simply leave and generate negative word-of-mouth, frequently without the knowledge of the company. Because reputation is a critical element of marketing, the company that recognizes the value of service quality will not only gain customer loyalty but also stand out in an increasingly competitive market. Marketing message is best conveyed to the public through the use of various media and channels. Planning is the key. The purpose of marketing planning is to translate the positioning statement i...