Title: Explain factors that affect the promotional mix.
Course: Marketing Management (12166) > Section: Managing Promotion

Explanation should include a definition of promotional mix as well as factors affecting the promotional mix, such as

- the nature of potential customers
- incentive selling or personal connections with a third party
- general marketing conditions
- funds available
- the product and/or service being promoted.

Process/Skill Questions:

- What is the interrelationship among the elements of the promotional mix?
- How does the promotional budget affect the promotional mix?
- How might the target market affect the promotional mix?
- How does the use of the Internet affect the promotional mix?
- How does the stage of a product’s life cycle affect the promotional mix?
- How might one compare the promotional strategies, push vs. pull, and the effect on the promotional mix?