Kazakh Ablai Khan university of international relations and
world languages
Done by: Usenbai Bekzat M&M 341
Checked by: Otynbay Eldos Bolatuly
1) What is Promotion mix
Promotion mix is the set of all the promotional variables a business use to create, maintain and
increase the demand for its brands or offerings.
This definition of promotion mix can be understood better by dividing it into two parts
 Set of all promotional variables: The promotion mix combines all the tools, strategies,
and approaches a business uses to get its message to the target market.
 Create, maintain, and increase the demand: The main objective of developing a
promotion mix is to make the target audience aware of the offering and influence them to
purchase the business’s offering using promotional variables.
Promotion is the fourth element of the 4 Ps of the marketing mix that focuses on
communicating the brand and the offering to the target customer and influencing their purchase
decision.
In simple terms, it constitutes all those activities undertaken by a business to generate the
interest of its customers in buying the product or service offered.
2) Why is using a promotion mix important?
The marketing mix stands on 4Ps for a reason. Once the product is ready and its price and
distribution channels are decided, the business needs to inform the target audience about its
existence. This is where the promotion mix comes in.
It helps the business develop and share the right communication message to the right audience
using the right channel.
While other marketing mix elements ensure that the product is developed according to the
customer’s needs, requirements, and buying capacity; the promotion mix effectively informs the
customers that such an offering exists and gives them reasons to purchase the same.
Even the perfect product, pricing, and place strategy can go waste if the promotion mix isn’t
properly configured by the business.
3) How often is Promotion mix used in KZ companies?
With the development of technology, the Internet has made the world smaller. The influence of
the Internet on today's promotion complex is enormous. But this does not mean that the elements
of the promotion complex have changed. The Internet has just made channels more efficient and
effective.
Advertisements have become more personalized as they now use data for targeting.
I think that direct marketing does not always involve human interaction. Customers are one
SMS or WhatsApp message away. The same can be done with bots.
Response to PR campaigns is now faster and businesses can schedule and publish information
across many more channels.
Sales promotion has become more dynamic and personalized. Now different customers can
receive different offers depending on their behavior, intentions and actions on the Internet.
Even direct marketing has expanded its horizons and is now using search engines and social
media platforms for better reach.