Sales Promotion

To the extent that the industrial goods manufacturer indulges in sales promotion of one sort or another, these activities in similar fashion to the product, price and distributive channels, must ‘fit’ into the total marketing mix so as to make the most effective contribution possible to attaining the firm’s marketing goals. At the same time, the area of promotion, in that it calls for co-ordinating different activities (e.g. sales representation and advertising) presents its own ‘mix’ problem — that is, the elements of the promotional programme must be balanced.