The backround:

You have recently started your own company and you want to sell flight tickets. Flight tickets are a service and since you are an expert in service marketing it is your task as a founder, and as a manager to handle the marketing strategy to attract consumers so that they can buy tickets from your company. You start to launch your company in Sweden and later you have plans to expand to other countries such as Germany and France.

Q1. a) What are the core differences between product and services? b) How would you work with your marketing activities in the Swedish market when you want to sell your service (flight tickets)?

Q2. Your industry is business to consumer (B-2-C), since you have been successful in the Swedish market it is time for you to expand your business into the French and German market. Explain from B-2-C point of view what are the core obstacles you will encounter in the French and German market in relation to B-2-C context and culture differences between Sweden and France and Germany and how would you work to overcome these obstacles?