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23. Finding a successful promotional mix can be a challenge for marketers who must balance the variables that comprise the mix. Which of the following does not influence the effectiveness of a promotional mix Characteristics of the product b Competitors' promotional budgets e Stage of the product lifecycle d. Product prce 24. All of the following factors would support the use of personal selling except : a limited number of buyers. b standardized products, e business purchasers. d the option for trade-ins 25. ABC Inc. decides to cut advertising and sales promotion expenditures for its anti-breakage shampoo, as it realizes that the market is saturated and there is intense competition from newer products. Which of the following statements is true? ABC's shampoo is in its introductory stage. b ABC's shampoo requires personal selling ABC's shampoo lacks visibility d. ABC's shampoo is in the decline stage. 26. When Frito Lay introduces a new flavor of potato chips, it is likely to focus onin its promotional mix a advertising bpersonal selling direct marketing via broadcast channels d publicity is a promotional effort by the seller to stimulate final-user demand, which then exerts pressure on the distribution channel. task objective method a AIDA strategY C pushing strategy pulling strategy 28. Nestle enters the market with a new line of ice creams. Wholesalkers and retaikers are only marginally impressed as they already have access to more than 200 flavoes from 15 different brands. Nestle would be wise to generate momentum for the ice cream by creating an trategy b pushing promotional supply/demand promotional ddirect marketing 29. An effective promotional strategy designed to influence a retailer or wholesaler to carry a new brand would be a(n) a pulling b. channel influence C pushing d. brand management 0. When potential buyers of a product are dispersed geographically, a pulling promotional strategy should lay emphasis on: a. advertising b personal selling. publicity d public relations 31. Which promotional tool would more likely be used by a company adopting a push strategy of product proemotion? Print and TV advertising bTestimonials and product sampling Cooperative advertising and sales incentives dCoupons and rebates 32. Setting the promotional budget allocation based on a predetermined dollar amount for each unit sold or produced is called the a. fixed-sum-per-unit method. b fixed-cost method standard budgeting. d variable cost budgeting

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