What Is the Role of Promotion in the Marketing Mix?

Promotion tactics are a strategy and method to promote the sale of goods. There are various forms, such as displaying the products in a timely manner to stimulate the customer s desire to purchase, or inspiring to stimulate the customer s interest in purchasing, or strengthening the overall impression of the product to promote customer purchase behavior, in accordance with the changes in the customer s psychological state during the purchase. . Some scholars have summarized nine strategies: (1) to meet their needs, that is, to do everything possible to meet the needs of consumers, to "send charcoal in the snow" and "send umbrellas in the rain", which are the most fundamental promotional strategies; (2) to stimulate their What they want is to stimulate the potential needs of consumers to open up the market for the goods; (3) Do what they like, that is, to understand and organize production and sales activities according to the interests and hobbies of consumers; (4) What they want, that is, Strive to adapt to consumption trends in the consumer market; (5) make up for what is lacking, that is, aim at the "gap" of out-of-stock products in the market, and actively organize sales activities; (6) relieve their doubts, that is, take effective measures to exclude consumers from new products Skepticism, and strive to build product credibility; (7) to solve their difficulties, that is, shopping malls to take shopping guides to customers; (8) unexpectedly, that is, to sell products with unexpected promotional strategies to achieve amazing results; (9) ) Get what you want, that is, use the consumer's growing consumer desires in life to promote sales. The above strategy is based on the quality of the product itself. The implementation of this strategy is the most deceiving. ^[1]

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Promotion Strategy ( Push Strategy)

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In the promotion competition, if you want to put your opponent to death before the war, you need strategic early planning. In fact, we need to prepare for the following three aspects: strategically, we should start with industry research, fully analyze the fundamentals of industry competition, and formulate effective promotional strategies based on our own strengths, focusing on the coordination of "thrust" and "pulling" In accordance with the needs of consumers and the natural power of channels, greater promotion effects can be achieved with minimal investment. In management, when the promotion function becomes the regular work of the marketing department, people often only remember to sell the goods through the promotion, and forget the promotion to highlight the value of the goods or services. Consumer needs are multi-faceted, both rational and emotional. Promotional activities need to meet this psychological need of customers. Promotion management is also compatible with general management, and needs to have a clear purpose, make plans, process management, and evaluate results. Missing a link will cause waste and inefficiency of promotion.