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Clay Crouch,

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Summit Development Company

International Marketing Consultants

The consultants at Summit Development Company are experts at developing successful global promotional strategies.

International promotion is a fundamental activity in an international company's marketing mix.  Once a product or service is developed to meet consumer needs and is properly priced and distributed, the intended consumers must be informed of the product's availability and value.  International promotion consists of those activities used by the marketer to inform and persuade the consumer to buy.  A well designed promotion mix includes advertising, sales promotions, personal selling, and public relations which are mutually reinforcing and focused on a common objective.

Developing an international promotional strategy involves five steps:

  1. Determining the promotional mix (the blend of advertising, personal selling, and sales promotions) by national markets.
  2. Determining the extent of worldwide standardization.
  3. Developing the most effective message(s).
  4. Selecting effective media.
  5. Establishing the necessary controls to assist in achieving worldwide marketing objectives.

Promotion is the side of international marketing with the greatest similarities throughout the world.  Paradoxically, it may also have the distinction of involving the greatest number of unique culturally related problems.  Adapting promotional strategy to cultural peculiarities which exist among the world's markets is the challenge confronting the international marketer.

Summit Development Company has a strong and established reputation for the creative use of innovative and efficient promotional campaigns.

The international consulting professionals at Summit Development Company are experienced in creating and implementing global marketing strategic plans that include all elements of the promotional mix with special emphasis on international promotional campaigns.

Summit Development Company
Global Marketing Consultants
808 Lee Avenue
Lookout Mountain, TN  37350
USA

Tel. (423) 821-3132
Fax (423) 825-5748