Английский язык: Аннотирование и реферирование текста

80 Promotion Promotion is the fourth element of the marketing mix. Promotion and advertising are very powerful instruments of the marketing mix and influence the expansion of the market share. The purpose of promotion is to attract more clients. Promotion is not the same as advertising. It includes all available methods that can influence the awareness, the behavior, and the decision process of consumers. Behind "Promotion and Advertising" stand various activities aiming to show the advantages of the product: • Product packaging; • Advertising and active supply; • Direct selling; • Company sales; • Combination of the product/service with other promotional items; • Consumer contests; • Priority shipments. The product or service can reach saturation rates very fast in the domestic market. Exporting the product can be a great opportunity not only for profits but also for growth potential of the business. However, it is important to be aware of the differences in the markets. Although, the marketing principles are more or less universal, there are some characteristics that differ and one should be aware of them before going abroad: • Economic development, standard of living, and the value sys- tem in each market; • New competitive environment; • Lack of experience and knowledge of the given market. In the foreign market, the entrepreneurs will meet intense compe- tition from domestic and foreign businesses at the same time. Here are a couple of recommendations that might be taken into consideration: