Résumé:
Promotion is considered as one of the most important element in marketing mix in
enterprises providing services, it is composed of collection of variables react with each other
to communicate the external environment which is know as promotional mix.
The subject thesis aims at knowing to which extent the promotional mix influence the
behavior of mobile phone service’s consumer in Algeria, given the fact that consumer is
considered as one of the most important variable on which services enterprises depend to
design theirs marketing strategy , and the success of these enterprises is depended on how far
are able to satisfy the consumer’s needs and desires ,and on which extent can affect them and
pushing to take the purchase decision.
This thesis is constructed as follows : first chapter is concerned notions of services
promotional, personal selling, and direct marketing , second chapter is concerned notions of
advertising, sales promotion, publicity and public relations, third chapter is concerned notions
of service consumer behavior and it relationship with promotional mix, fourth and fifth
chapter are concerned practical part .
Through this study we concluded that the mobile phone enterprises in Algeria apply all
promotional strategies available: personal selling, advertising, sales promotion, publicity and
public relations. on the other hand we concluded that the behavior of mobile phone service's
consumer is affected by all the above promotional strategies, however the degree of the
affects of this strategies varies from strategy to another, and the extent of customer response
to these strategies varies from enterprise to another.
