المستهلك النهائي كعنصر مؤثر في صياغة الاستراتيجية الترويجية للمؤسسة : دراسة نظرية تحليلية

Abstract EN

Modern Business environment is characterized by complexity, dynamicity and the overlap of several active variables due to the availability and diversification of supply products in the market at the right price with the expected quality, the fact that led to fierce competition among service providers in several service industry fields.

However, the instability of the marketing environment in which the companies operate makes it imperative for the organization that seeks to achieve its chief goals of survival, stability growth and expansion to plan its marketing activities in line with variables of the environment in which it operates .

These marketing activities are basically designed to satisfy consumer needs and wants.

In this context, promotion is an element of the marketing mix that plays a major role in influencing consumption behaviors and purchasing patterns of target consumers.

In this regard, we can say that the consumer is the starting point of any marketing activity, and hence promotional activities should be set in parallel with consumer perception and needs.

Eventually, promotion should be studied and examined thoroughly by the organization, and on an ongoing basis for a successful planning of its marketing activities.