Marketing and innovations are the two main functions of any business (Kotler and Gary, 2012). For a business to thrive and be able to sustain itself in the global market, it must comprise of regular innovations and proper marketing techniques. That is, the management should be made up of innovative personnel to come up with innovations.
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This helps business compete with other innovative businesses existing in the market. On the other hand, businesses ought to look for ways of marketing their products and services after production. This is achieved through the marketing function of the business whereby, target customers are informed of the products and services and then influenced to buy them. Marketing can at times be very challenging especially in terms of cost and time for the business.
As such, organizations have been formed to help businesses market their products and services. One such organization is the American Marketing Association (AMA), which is the world’s largest marketing body comprising of professional marketers. This paper seeks to analyze the strategies used by the American Marketing Association (AMA) in the implementation of promotion.
The American Marketing Association has brought together about 92 member countries with over 50,000 members all over the world. The association helps countries and businesses achieve their marketing objectives by taking responsibility for marketing roles. Promotion of goods and services is among the various roles played by the American Marketing Association.
Promotion in marketing refers to the activities that show the good qualities of products and or services in a bid to persuade customers to purchase them. Promotion of goods and services could take different forms including advertisement in the media, issuing of free samples, and endorsements just to mention a few. Whichever the promotion method used, the aim is normally to increase the sales of a given product or service.
Nevertheless, it should be noted that there are three main objectives of carrying out promotion of goods and services, which include differentiating a product from other related, or similar products, increasing demand, and informing the consumers about the product (Kotler and Gary, 2012).
Different marketing companies and associations achieve their promotion objectives differently. The American Marketing Association helps in the implementation of the promotion function through various ways such as having the business managers educated on the best methods of promoting their goods and services.
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The AMA organizes seminars and conferences, which through the help of its professionals the members are educated on various methods applied in the promotion of different products and services. In addition to this, the AMA has a customer support system for the members to express their questions or problems and get prompt feedback from professional marketers.
Mobile marketing is one of the most recent and progressive ways of marketing adopted by the AMA to help in promotion. The AMA also gets to its members via the social network such as Twitter and Facebook thus making it easier to implement the promotion function by either promoting on behalf of the members or showing them the best method to use.
The AMA is responsible for the printing of the materials used in the promotion of the members’ businesses. This helps reduce the cost of the business while helping them market their goods efficiently. From the above discussion, it can be concluded that the American Marketing Association has come in handy to many businesses globally. By taking the role of promotion of products and services of their members, the sales of the respective businesses are bound to increase.
Kotler, A., and Gary, P. (2012). Principles of Marketing. London: Pearson education.