Promotion Is The Most Important Part Of The Marketing Mix

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Promotion is the most important part of the marketing mix
Developing innovative products without dedicated efforts to provide customers with information on their existence and functions can be considered a futile endeavor, as far as product visibility is concerned. When the product is not visible, the probability of being known by potential customers is low. This leads to poor sales and consequently low profitability. On the other hand, promotion is not always the most important aspect. Each of the 7 Ps in the marketing mix plays an imperative role in enhancing company performance and profitability. In this regard, I partly agree with the statement that promotion is the most important part of the marketing mix.
Promotion involves activities aimed at making customers aware of the product, its uses and its benefits and is often considered the most imperative ‘P’ in the marketing mix. Various studies have demonstrated that customers rely on information about products to make purchasing decisions, hence the need for companies to provide such to potential clients.
Studies in consumer behavior focus on consumer psychology to determine how people reason, feel and think; and choose between alternative products, brands and sellers (Gummesson, 2012). While consumers purchasing decisions are often influenced by culture, family and environmental factors, consumer knowledge is of great significance in informing decisions and in making actual purchases (Gummesson, 2015). The Consumer

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