What are the roles of promotion in the marketing mix?

      

What are the roles of promotion in the marketing mix?

  

Answers


Lellah
1. Communicates with individuals, groups or organizations to directly or indirectly facilitate exchanges by informing and persuading one or more audiences to accept an organization's products.
2. It fosters long-term relationships i.e. builds and maintains favourable relationships of informing and persuading the target audiences to view an organization more positively and accept its products
3. Makes the potential/prospective customers aware of the product i.e stimulating primary demand especially during product introductions..
4. Persuading the customer to buy the product i.e. persuades both current and potential customers of the desirability of entering into an exchange relationship
5. Motivating the customer to buy the product with special incentives
6. Reassuring the customers and helping them to overcome the post-purchase dissonance i.e. provides comfort elements that helps to retain current customers
7. Informing the channel members about the product and motivating them to handle the product
8. Promoting public image of the company
9. Helps to create goodwill with stakeholders such as investors, customers ,government ,employees, suppliers ,channel members and the general community.
10. Supports personal selling function, especially during product introduction of new products/product lines to potential or existing customers
11. Creates a competitive advantage
12. Increases product use and sales i.e. used to convince target customers to use more of the firm’s product and thus stabilizing sales.
13. It encourages product trial through sales promotions and advertising

Lellah answered the question on November 8, 2021 at 05:33


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