SALES PROMOTION AS AN ELEMENT OF THE PRODUCT PROMOTION MIX

This study analyzes sales promotion as a crucial element of the product promotion mix under contemporary market conditions. It employs a comprehensive analysis of marketing tools for sales promotions and identifies three main stimulation areas: consumers, sellers, and intermediaries. Key promotion tools include price offers, natural incentives, and active customer attractions. The study considers three types of incentives for retail chains: general, selective, and individual. It concludes that effective sales promotion relies on the coordinated interaction of all participants in the product promotion process and underscores the importance of selecting appropriate stimulation tools based on the target audience and product lifecycle stage.