Factors Affecting the Promotional Mix

1. Type of product1. Type of product•Convenience goods

•Shopping goods

•Specialty goods

Factors Affecting the Promotional Mix

2. Product nature2. Product nature

•Expensive vs. inexpensive

•Self-service products

•Technical in nature

•Require installation

•Require demonstration

Factors Affecting the Promotional Mix

3. Stage in product life cycle3. 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

Factors Affecting the Promotional Mix

4. Type of customer4. Type of customer

5. Number of customers5. Number of customers

6. Geographic location of customers6. Geographic location of customers

Factors Affecting the Promotional Mix7. 7. Distribution systemDistribution system•Direct channels

•Indirect channels

8. 8. Company history--successes and Company history--successes and failuresfailures

9.9. Available fundsAvailable funds

10.10. Size of sales forceSize of sales force

11.11. CompetitionCompetition