Using the factors influencing the choice of promotional mix

Using the factors influencing the choice of promotional mix, evaluate BMW in terms of these factors (use the chart outlined in the Required Format below). Then briefly discuss the ideal promotional mix for your product (personal selling vs. non-personal) based on your evaluation and explain your response.

Factors Influencing Choice of Promotional Mix

Nature of the MarketAssessment of ProductPers/Non

Number of buyers:                                        Many          Personal                     

Geographic concentration:                     US & Europe         Non-Personal               

Type of customer: (B2C, B2B, B2G)                ?                   ?               

            Nature of the Product

Type of good or service:                         Both                                        Personal

Complexity / Use of trade-ins:                Yes                                          Personal

            Stage in Product Lifecycle:                          Growth                                    Non-Personal

            Price: (relatively H/M/L)                                 High                                        Non-Personal

            Summary of results & why: (ideal promotional mix for this product using the chart)

Solution

first one is B2C, non personal selling is the best one here. we need to create awareness about the product in the market and promote our product. so, i can say that B2C and non personal selling is suitable to this.