The document outlines 11 factors that affect a company's promotional mix: 1) Type of product, 2) Product nature, 3) Stage in product life cycle, 4) Type of customer, 5) Number of customers, 6) Geographic location of customers, 7) Distribution system, 8) Company history, 9) Available funds, 10) Size of sales force, and 11) Competition. These factors help determine how a company should promote different products based on their characteristics, target markets, distribution methods, finances, and competitive landscape.

1. Factors Affecting the Promotional Mix 1. Type of product Convenience goods Shopping goods Specialty goods

2. Factors Affecting the Promotional Mix 2. Product nature Expensive vs. inexpensive Self-service products Technical in nature Require installation Require demonstration

3. Factors Affecting the Promotional Mix 3. Stage in product life cycle Introduction--Promotion informs customers Growth--Promotion becomes competitive Maturity--Promotion focuses on differences in competing products Decline--Promotion is sparse, mostly used to sell items before they become obsolete Abandonment--Promotion does not take place

4. Factors Affecting the Promotional Mix 4. Type of customer 5. Number of customers 6. Geographic location of customers

5. Factors Affecting the Promotional Mix 7. Distribution system Direct channels Indirect channels 8. Company history--successes and failures 9. Available funds 10. Size of sales force 11. Competition