MARKETING MANAGEMENT (PAZARLAMA YÖNETİMİ) - (İNGİLİZCE) Dersi Marketing Communication soru detayı:

CEVAP:

Promotional tools fulfill various functions for an organization:

• Promotion can inform and make potential customers aware of an organization’s offering. They can also provide knowledge and understanding about a brand.
• Promotional tools influence and persuade the consumers.
• Promotional tools attempt to persuade current and potential customers of the desirability of entering into an exchange relationship.
• Elements of the promotion mix may be used to reinforce experiences. For example, it may remind people of a need they might have. Reminding consumers of the benefits of past transactions also reinforces experiences.
• Promotion makes it possible to provide reassurance or comfort immediately prior to an exchange or, more commonly, post-purchase. This is important, as it helps to retain current customers.
• Promotion helps to differentiate a brand. Especially if the competing brands are very similar, marketing communications may be used to the image building and attitude formation.