– The Relevance of Sales Promotion to Business Organisations –
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INTRODUCTION
The business environment has become very competitive in the 21st century due to the growth in technology, infrastructure and access to information around the globe. This has made the environment very complex and consumer preferences keep changing because of the low switching cost in the market.
Due to this increasing demand of consumers in the market, management of business organizations have to increase their resources with attention focused more on attracting and retaining its customers (Kotler, 2003).
The ever increasing competition in the global market has prompted organizations to be determined and ensure satisfaction of customer needs and wants more efficiently and effectively than ones competitors (Kotler, 1988).
Sales promotion is an initiative undertaken by organizations to promote and increase sales, usage or trial of a product or services (Aderemi, 2003).
Sales promotion refers to the provision of incentives to customers or to the distribution channel to stimulate demand for a product.
It is an important component of an organizations overall marketing strategy along with advertising, public relations and personal selling.
Sales promotion acts as a competitive weapon by providing an extra incentive for the target audience to purchase or support one brand over the other. It is particularly effective in spurring product trials and unplanned purchases (Aderemi, 2003).
REFERENCES
Abdallat, M. and El-Emam, M. (2001): Consumer Behavior Models in Tourism, King Saud.University, Saudi Arabia
Adcock, D., Halborg, A. and Ross, G. (2001): Marketing Principles and Practice. 4th Pearsons Education, Harlow, England.
Aderemi, S.A. (2003): Marketing Principles and Practice. Mushin: Concept Publication Limited.
Alvarez, B.A and Casielles, R.V. (2005): Consumer Evaluation of sales Promotion: The Effect on Brand choice. Eur. J. Mark., Vol. 39, pp 54-70.
Belch G.E and Belch, M.A (1998): Advertising and Promotion: An Integrated Marketing Communication Perspective.4th Edition.Irwin/ McGraw- Hill, Boston, Mass.
Berkowitz, K., Harley, R., Kerin, R.A. and Rudelius, W. (1994): Marketing, 4th Ed Irwin, Boston.
Cravens, D.W. (2000): Strategic Marketing, 6th Edition, McGraw- Hill, Irwin.
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