Promotions

First, the concept and role of marketing

1. Marketing concept

Marketing to consumers is to convey the enterprises and products of this information, or to convince consumers to buy their products, so as to achieve the purpose of expanding sales.
Such enterprises are engaged in marketing activities called "marketing." Enterprise promotion and other marketing activities such as product decisions, the price of the selected strategy, distribution strategies vary. Some of the above marketing activities primarily in the internal or enterprise marketing, and marketing arrangements between. In the promotional activities, publicity or to introduce consumers to their products, convince and attract customers to buy their products, they participate in promotional activities of the two sides and the marketing potential purchaser or purchasers.
Communication is essentially a promotional activities, namely, marketing (information providers or sender) as a stimulus to all kinds of information, a message to one or more of the target audience (ie, recipients of information, such as the audience, audience, readers, customers or users, etc.), in order to influence their attitudes and behaviour. For example, a media issued such an advertisement: "The rabbit electoral wool sweaters - men's sweaters!" Clearly, when consumers read the advertisement, can immediately access the following information: The brand sweaters Rabbit is the licensing, Shanghai is a famous brand, and product quality reliable; sweaters electoral wool is the raw material used is a high-end products; product is suitable for the autumn and winter season clothing.
If a consumer really want to buy a sweater, the advertisement will be on his purchase behavior have an impact. Marketing, in order to effectively communicate with the consumer information available in different ways to enhance communication with the consumers of information, in order to promote product sales. For example, can convey the business through advertising and product information can be through a variety of ways to promote business customers better understand the products, so as to promote the purchase of its products can be improved through a variety of public relations firms or products in the public image; also sent salesmen face-to-face to convince customers to buy their products. A commonly used means of advertising sales, marketing staff, sales promotion and public relations. Enterprises can light of the actual situation and the market, products and other factors choose one or a combination of various means of promotion.

2. Why the role of marketing enterprises to conduct promotional activities?

In any society large-scale production of goods and economic conditions, on the one hand, producers who need not entirely clear what goods, where needed, when needed, and what price consumers are willing and able to accept; On the other hand, the majority of consumer also not entirely clear what the supply of goods who, where and supply, when supply, a low price, and so on. It is precisely because of the presence of such an objective producers and consumers of the "information separation," the "production" to "eliminate" contradictions, enterprises must pass communication activities, use of advertising, promotion reports, and other promotional marketing staff means of production, products, etc. messages to consumers and users in order to enhance their understanding, trust and the purchase of the product to increase sales purposes. With increased competition and enterprise products increased, the increase in consumer income and improvement of living standards, in the buyer's market of consumers even higher demand for goods and greater room for the selection, enterprises and consumers to communicate between the more important, more enterprises need to strengthen marketing and use all kinds of promotional manner so that the majority of consumers and users better understanding of their products so that consumers willing to spend more to buy their products.

Sales promotion (Sales Promotion, or SP) competition in the market is in the process of a sword. Market attack of promotion, the role is thrust on products so that their products can enter the market faster and expand the market. We see that in the market, not all companies are advertising, but each one, without exception, companies are conducting a promotion. Therefore, the market aggression in our mandate, we must not forget the use of this powerful weapon.

From a global comparison looks into advertising and marketing, promotions, the cost of advertising growth in the cost of at least three percentage points higher than the growth rate. In the United States, in 1980 for promotional costs 49 billion US dollars, to its 1986 reached 102 billion US dollars cost, the cost of promotions and advertising by a ratio of about 64:36. By 1991, the total costs of promotional marketing costs 3 / 4, or 75 percent.
Promotional activities reason is there such a big expenditure, because people are optimistic about this form of sales and benefited from the final results. Enterprise will be happy to pay immediate effect.
Marketing connotation

Well, promotions What kind of a connotation?

Marketing content:

First, the promotion of customer buying behavior of the short-range incentives;

Secondly, the promotion is a tactical marketing tool;

Thirdly, the promotional drive is to purchase interests;

Fourth, the promotion is the result of the pursuit of sales;

Fifth, the promotion of effective impulse buying;

Sixth, promotions, not for the purpose of construction brands;

7, promotions, "AIDA rules" reflect;

8, promotions in the price lever to the beat of ballet, although Variety, but inseparable from the interests of prices;

9, promotions and sales is to expand the use of the method;

10th, promotions, is a competition in the market means;

11, promotions, advertising is not disguised.

12, promotions can get rid of "buying habits", it is the first time contributed to the purchase of a good tool;

13, the promotion was not intended to enhance product visibility, but to allow customers to accept products;

14, promotions, it is the highest goal to be the first result of the purchase, the basic goal is to buy at least become an incentives;