BP Cola Must Decide How Much Money to Allocate for New

question 26

Essay

BP Cola must decide how much money to allocate for new soda and traditional soda advertising over the coming year.The advertising budget is $10,000,000.Because BP wants to push its new sodas,at least one-half of the advertising budget is to be devoted to new soda advertising.However,at least $2,000,000 is to be spent on its traditional sodas.BP estimates that each dollar spent on traditional sodas will translate into 100 cans sold,whereas,because of the harder sell needed for new products,each dollar spent on new sodas will translate into 50 cans sold.​
To attract new customers,BP has lowered its profit margin on new sodas to 2 cents per can as compared to 4 cents per can for traditional sodas.How should BP allocate its advertising budget if it wants to maximize its profits while selling at least 750 million cans?

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Definitions:

Trait

A distinguishing quality or characteristic, typically one belonging to a person.

Behavior

The observable actions or responses of humans or animals in response to external or internal stimuli.

Genes

Units of heredity made up of DNA that act as instructions to make molecules called proteins, influencing the development, functioning, and reproduction of organisms.

Behavior Geneticists

Scientists who study the genetic and environmental influences on human behavior, often through twin and adoption studies.