Module 9 - Q1: (Tina & Yama) Using an example, discuss...

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Using an example, discuss the role of promotion in the marketing mix Promotion is communication by marketers that informs, persuades and reminds potential buyers of a product in order to influence an opinion or elicit a response. Promotional strategy is the plan for using the elements of promotion-personal selling, advertising, sales promotion and public relations- to meet the firm’s overall objectives and marketing goals. Based on these objectives, the elements of the promotion strategy become a coordinated promotion plan. The promotion plan then becomes an integral part of the total marketing strategy for reaching the target market along with product, distribution and price. Promotion should match with the other marketing mix (the price, product and distribution) so that the overall marketing strategy and plan to achieve the marketing objectives of the organization can be attained. Example, promotion should be different for convenient, selective and exclusive products. If prices are penetrating than promotion can be more aggressive. Similarly the distribution pattern / channel can also affect the manner and methods of promotion. Why?
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Module 9 - Q1: (Tina & Yama) Using an example, discuss...

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