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Mark Retail Mgmt

Mark Retail Mgmt

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Published by rsrao70

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Published by: rsrao70 on May 30, 2010
Copyright:Attribution Non-commercial


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There are three specific purposes of promotion:

To Communicate,

To Convince, and

To compete

It is not enough merely to communicate. Ideas must be convincing so that action

(purchase) would follow. In other words, distribution of information should be

capable of producing marketing result.

A good product, an efficient channel, and appropriate price are not enough by

themselves. Communication and convincing elements should supplement to offer

contrasts to the efforts of competitors. It may even be stated that the competitive

characteristic of promotion defines its vital role in marketing strategy.

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