THE ROLE OF PROMOTION

The Role of Promotion in Marketing Decisions

The Role of Promotion in Marketing Decisions

Introduction

Promotion is the impact on consumers of products of the company, which involve the transfer to them the information to adequately increase the knowledge about the products or services and the company itself in order to establish their preferences on the market. The promotion is part of marketing communications. The instruments of promotion in marketing mix for the conception 4P are:

promote the sale ,

advertising ,

personnel responsible for sales,

Direct marketing, public relations.

Promotion "is a form of social communication in a very important area to meet the needs of material and intellectual products of human ingenuity, enterprise, activity and economy. It is a way of communicating with potential buyers of goods and services to influence their attitudes and behavior in the market” (Perrault, 2002).

Discussion

Diversity of approaches expresses the two shots Deals: narrow and broad. Promotion includes a series of measures and actions, by which a company communicates with its environment, i.e. provide information on the product and / or business stimulates and directs and shapes the demand for consumer needs. For the purpose of this communication, also known as communications with the market, the company uses a set of activities through which it becomes possible to identify the needs and addresses the needs of potential customers until they persuade them to purchase the product. In broad terms, is called a policy of promoting communication and communicating with market and an integral part of marketing strategy. Completion of tasks used in communicating with the market the company is only possible by building an information system, called the promotion system in which the importance of coordination of the many tools and ways to influence buyers. The purpose of the enterprise communication market is calling a certain reaction on the part of buyers who are taking action, the acceptance or rejection of the marketing policy of the company (so-called feedback) respond to the company (Rogers, 2001).

The promotion is called to perform any actions, both news and propaganda, aimed at increasing the level of knowledge of the product, brand and company by potential contractors. Promotional activities are in effect; contribute to increasing demand for goods or services offered by the company. Promotion can also be described as a form of non-price competition. Companies use marketing-oriented promotion in order to achieve pre-planned objectives. Promotion is synonymous with the term ...