Sales promotion should be used based on the objectives and situation of the product, rather than a specific stage of the product life cycle. A firm may still need sales promotion even if they have a good mass selling program. Objectives for sales promotion should be established before making other promotion decisions to ensure that the budget is allocated appropriately.

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Sales Promotion

Question 307

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 these alternatives is correct.

Correct Answer: