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Why sales promotion is an important element of promotional mix and a sub set unit of market mix?

Answer»

Sales promotion is a category of the promotional mix, alongside advertising, personal selling and public relations. The primary importance of a sales promotion is to offer an INDUCEMENT to BUYERS, increasing sales. In some CASES, the other components of the promotional mix SUPPORT a sales promotion strategy.
Definition: The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, POSITIONING, People and even Politics as vital mix elements.
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