Essay On Promotion Mix

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Promotion-mix is a set of promotional tools that are available to the company. The promotion Mix includes:
• advertising
• personal sales
• sales promotion
• Public relations and publicity
Since personal selling is referred as personal interaction or individual communication for selling the product between the customer and sales personnel. It is a significant element of a promotion mix which can be used as an effective promotional tool for Plastic Products Ltd, which helps persuading increased prospects towards purchasing a good or service. The sales force promotes the product aiming at informing and delivering the product knowledge, as well as encouraging the customer towards making a purchase or trying it. Personal selling also can strengthen relationship with the customer. Moreover, the intended message is persuasively delivered through personal communication with the customer. Due to the customer direct attention, product knowledge and awareness will be greater. Furthermore, personal selling does not only arouse desire or attention, rather find prospective buyers and make actual sale. It provides support to promotional activity through advertising the product and educating customers about the product (Manning, 2012).

2.2 Buyer Behaviour and the Decision Making Process
Buyer behaviour determines the specific factors which can influence the buying habits of the buyer. Is referred to the buying habits of the consumer when making a purchase. The buyer behaviour may be different depending upon the decision making process and the type of a product or service. Products which requires high involvement needs greater time rather than those which require low involvement.
Decision Making Process is a choice or stopping of the co...

... middle of paper ...

... new international market (Wilkinson, 2011, p. 251-277).

4.3 Opportunities for using Exhibitions or Trade Fairs
Using exhibitions and trade fairs can help the Plastic Products Ltd promote its products through effective communication strategies and value creation for customers. The increased access to technology and its emergence has become one of the challenges for companies to sustain in the highly competitive market. It can identify and create potential customer, clients and markets for the organisation that may be interested. This can help the business raise the product awareness at a massive level. Therefore, it will help them to increase the market share thus increasing organizational productivity and profitability. It will also advertise the products of the company on massive level and can attract customers and companies (Geigenmüller, 2010, p. 25(4), 284-292

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