Question: The first step a manager should take in the promotion strategy process is to establish measures of results, select a promotion mix, identify targets for

The first step a manager should take in the promotion strategy process is to establish measures of results, select a promotion mix, identify targets for promotion, prepare a budget or develop a message

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2. Find out if there are other reference points that can be used as reasonable alternatives.

1. Identify your reference point when making a decision based on an element of risk.

3. If there are reasonable alternatives, think about your decisions based on the different reference points and see if there are any contradictions in the decisions.