11.2 Promotional Mix Presentation 6

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Small Business
Module 11

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11.2 Promotional Mix Presentation 6

  1. 1. Factors Affecting the Promotional Mix <ul><li>1. Type of product </li></ul><ul><li>Convenience goods </li></ul><ul><li>Shopping goods </li></ul><ul><li>Specialty goods </li></ul>
  2. 2. Factors Affecting the Promotional Mix <ul><li>2. Product nature </li></ul><ul><li>Expensive vs. inexpensive </li></ul><ul><li>Self-service products </li></ul><ul><li>Technical in nature </li></ul><ul><li>Require installation </li></ul><ul><li>Require demonstration </li></ul>
  3. 3. Factors Affecting the Promotional Mix <ul><li>3. Stage in product life cycle </li></ul><ul><li>Introduction--Promotion informs customers </li></ul><ul><li>Growth--Promotion becomes competitive </li></ul><ul><li>Maturity--Promotion focuses on differences in competing products </li></ul><ul><li>Decline--Promotion is sparse, mostly used to sell items before they become obsolete </li></ul><ul><li>Abandonment--Promotion does not take place </li></ul>
  4. 4. Factors Affecting the Promotional Mix 4. Type of customer 5. Number of customers 6. Geographic location of customers
  5. 5. Factors Affecting the Promotional Mix <ul><li>7. Distribution system </li></ul><ul><li>Direct channels </li></ul><ul><li>Indirect channels </li></ul><ul><li>8. Company history--successes and failures </li></ul><ul><li>9. Available funds </li></ul><ul><li>10. Size of sales force </li></ul><ul><li>11. Competition </li></ul>

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