The best choice is B because it is true that the objectives and situation should determine the specific type of sales promotion that is best. The other options are not true: sales promotions can be used in any stage of the product life cycle, a good mass selling program does not necessarily eliminate the need for sales promotion, and objectives for sales promotion should be developed before making other promotion decisions.

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Sales Promotion

Question 320

Multiple Choice

Sales promotion:

A) is not likely to be used in the market maturity stage of the product life cycle.
B) objectives and situation should determine what specific type of sales promotion is best.
C) should not be needed if a firm has a good mass selling program.
D) objectives should be developed after the other promotion decisions have been made--so the manager knows how much is left in the budget.
E) None of the above is true.

Correct Answer: