The impact of sales promotion on customer retention

Type :

Indian project

Pages :

57 pages

Format :

.doc

Published date :

05/10/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
Concepts and elements of communication
The role of communication in marketing
The concept and nature of marketing
1. Marketing communication and promotion
2. Objectives of promotion
Definition of promotion mix
1. Elements of promotion mix
2. Promotion planning
3. Factors effecting promotion planning
4. Methods of sales promotion
How to increase market shares
1. Ways to retain customers
Objective of the research
Research methodology
Data analysis and interpretation
Conclusion
Bibliography

Abstract

Effective communication is the essence of promotion. In the age of information, marketing is incomplete without effective communication with the prospective buyers about the right product at the right price that is available at the right place. Marketers must communicate the product, its features, etc. to the right target customers by formulating right message in the language that is understood by them. Proper communication requires advertising, sales promotion, personal selling, direct marketing, and public relations. Thus, marketer has to use complex marketing communication to convey the message to the target group of customers. Communication is the responsibility of manufacturers, distributor, wholesaler, retailer or all in the channel. The term 'communication' is derived from the Latin word 'communis' which means common. That means if a person communicates with another, he establishes a common ground of understanding. In the words of Newman, Summer and Warren, 'Communication is an exchange of facts, ideas, opinions or emotions by two or more persons." According to Keith Davis, "Communication is the process of passing information and understanding from one person to another." Communication does not mean merely sending or receiving message. It involves understanding the message also. It is appropriate too quote Louis A. Allen, "Communication is the sum of all the things one person does when he wants to create understanding in the minds of others." It is a bridge of meaning. It involves a systematic and continuous process of telling, listening and understanding.