2. What marketing mix ( advertising and distribution ; wil you recommend ? USE ASSESSOR to allocate the marketing budget and develop a market share* Estimate . IT'SE the initial proposed budgets for vearly advertising and distribution , and assess how much market share is affected if these budgets are changed ( KEEPING the total amount expended the same as Well considers this to be an absolute ceiling on marketing expense ] . How do the market share Estimates obtained by PERCEPTOR and ASSESSOR compare ?" To answer this question , USE the information provided in the case , together with the following additional information obtained from the consultants ! FOR THE ADVERTISING RESPONSE FUNCTION REFERENCE Budget . $ 200, 000,000 Minimum Share* 5.0196 Maximum Share* 90. 0196 EXPONENT ! 1. 3 FOR THE DISTRIBUTION RESPONSE FUNCTION REFERENCE Budget . $ 20 0,000,000 Minimum Share* Maximum Share :" 90.0196 EXPONENT