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Business Studies for Secondary Schools

remind the market about its goods and organise promotion campaigns that aim
services. Through promotion, a business at keeping customers thinking about the
communicates with potential and existing product.
customers about its products. As a key Building business image: Business image
element of the marketing mix, promotion can be built through communication
serves the following roles: between businesses and customers. For
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Creating awareness: Promotion enables instance, by reaching out to the public
communication with individuals, groups, through public relations, businesses
and businesses to inform them about the communicate, create, and maintain
products. It enables businesses to educate relationships with various stakeholders
customers about product information such other than customers, such as the
as the products’ uses, availability, and government, local communities, and
price. This is usually done at the product’s investors.
introduction stage with the major aim of Increasing sales: A business can use
creating its primary demand.
promotion programmes to increase a
Persuasion for the sake of building product’s sales volume at any given price.
conviction: Promotion plays a key role The right promotion can drive customers
in persuading customers to develop a to make a purchase. In the case of products
preference for a specific product. Through that a customer has not previously
consistent messaging, attractive offers, purchased or has not purchased for a long
and emotional appeal, promotion helps time, promotional efforts may be directed
build trust and conviction in consumers’ at getting customers to try the product.
minds, making them more likely to
choose a brand. Promotion mix
Promotion also serves as a strategic Modern marketing is not only about
tool in a competitive market: Promotion developing a good or service, pricing it
helps businesses stand out by offering attractively, and making it accessible
something unique, be it discounts, special to markets, but also about effectively
packaging, or targeted messaging. As communicating with customers to
customers become more selective in make them aware of the product and
their buying decisions, a well-planned its availability. This can be achieved
promotional strategy is essential to attract through the use of the elements of
attention, stay relevant, and outperform the promotion mix. Promotional mix
competitors.
includes advertising, personal selling,
Reminding customers about the product: sales promotion/direct marketing, digital
When the product has been in the market marketing, and public relations that a
for quite some time, customers tend to business uses to communicate customer
forget it. Therefore, it is important to value and build customer relationships.

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