Promotional mix definition a firms is the combination

15-88 PROMOTIONAL MIX DEFINITION
A firm’s __________ is the combination of one or more of the promotional elements it chooses to
use.
a. target audience
b. stage in the product’s life cycle
c. public relations
d. promotional mix
e. sales promotions
Answer: d Page: 329
Rationale: Key-term definition—promotional mix

15-89 TARGET AUDIENCE: CONSUMERS CONCEPTUAL
Which of the following is true of promotional programs targeted to the ultimate consumer?
15-90 TARGET AUDIENCE: BUSINESS BUYERS CONCEPTUAL
Which promotional element is particularly important to business buyers?
15-91 TARGET AUDIENCE: BUSINESS BUYERS APPLICATION
Personal selling would most likely be used to sell:

15-92 TARGET AUDIENCE: INTERMEDIARIES CONCEPTUAL
Which promotional element is particularly important to intermediaries?
a. advertising
b. personal selling
c. publicity
d. sales promotion
e. rebates
Answer: b Page: 329
Rationale: Because intermediaries often have specialized needs or technical questions, personal
selling is particularly important. The salesperson can provide information and the necessary
support after sales. The salespeople assist intermediaries in making a profit by coordinating
promotional campaigns sponsored by the manufacturer and by providing marketing advice and
expertise. Intermediaries’ questions often pertain to the allowed markup, merchandising support,
and return policies.