v There are particular difficulties in achieving uniformity of thedifferent marketing parameters in remote locations where exertingcontrol can be especially problematicv Pricing, too, can be extremely difficult, because fixed costs can bea very significant part of the total service costs.v Consumers’ ability to buy and their perceptions of the service theyreceive may varyconsiderably between markets, resulting in significantly differentprices being set andprofits generated.v Moreover, preserving customer loyalty in order to obtain repeatbusiness may prove difficult because of the need to providepersonalized services.