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  3. While many companies are spending more money on sales promotion than on media advertising, it is difficult to say just what pe

While many companies are spending more money on sales promotion than on media advertising, it is difficult to say just what pe

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问题     While many companies are spending more money on sales
promotion than on media advertising, it is difficult to say just what
percentage of a firm’ s overall promotional budget should be
allocated to advertise versus consumer- and trade-oriented【M1】______
promotions. This relocation depends on a number of factors,【M2】______
including the specific promotional objectives of the campaign, the
market and competitive situation, and the brand’s stage in its life
cycle.
    Consider, for example, what allocation of the promotional【M3】______
budget may vary according to a brand’s stage in the product life
cycle. In the introductory stage, a large amount of the budget may
be allocated to sales promotion techniques such as sampling and
couponing to induce trial. In the growth stage, moreover,【M4】______
promotional dollars may be used primarily for advertising to stress
brand differences and keep the brand name in competitors’ minds.【M5】______
When a brand moves to the maturity stage, advertising is primarily
a reminder to keep consumers aware the brand. Consumer-oriented【M6】______
sales promotions such as coupons, price-offs, premiums, and
bonus packs may be needed periodically to maintain consumer
loyalty, attract new users, and protect against competition.
Trade-oriented promotions needed to maintain shelf space and【M7】______
accommodate retailers’ demands for better margins as long as【M8】______
encourage them to promote the brand. A study on the synergistic
effects of advertising and promotion examined a brand in the
mature phase of its life cycle and has found that 80 percent of its【M9】______
sales at this stage was due to sales promotions. When a brand【M10】______
enters the decline stage of the product life cycle, most of the
promotional support will probably be removed and expenditures
on sales promotion are unlikely.
【M3】
选项
答案what—how
解析 语法错误。从句中并不缺指示的内容．故无需what引导。how表示方式，在该句中指的是促销预算的分配如何变化，所以要改为how。
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