1. Understand the role of promotion in the marketing mix and its importance to a company.
2. Understand the different ways that a small business can promote its products or services.
3. Explain the differences and similarities in the marketing communications mix of online and on ground businesses.
Promotion, the fourth P in the marketing mix, is now more commonly referred to
as marketing communications. Marketing communications can be defined as “the means by
which firms attempt to inform, persuade, and remind customers—directly or indirectly—about
the products and brands they sell. In a sense, marketing communications represent the ‘voice’ of
the company and its brands and are a means by which it can establish a dialogue and build
relationships with consumers.”