Explain why it is necessary to take the service component of sales into consideration when identifying the promotional strategies that will be followed in order to achieve identified marketing outcomes.
The intention of promotion and marketing activities is to make the buying public aware of the company and of the products on offer.
Customer service can be a very significant part of the sales outcome. Often, customers will choose to purchase on the basis that they receive good service from the selling organisation. They will often choose not to purchase from an organisation which does not provide good service.
They will also use word of mouth advertising to let others know whether they received good or poor service.
This is something that should be taken into consideration when determining the marketing mix, developing and implementing marketing and promotional strategies.