A manufacturer uses a push strategy when it primarily:
Correct answer: C. Promotes products to intermediaries to encourage resale
- A. Reduces product quality to lower production costs
- B. Creates consumer demand through direct public advertising
- C. Promotes products to intermediaries to encourage resale
- D. Stops distribution until customers request the product
Explanation
A push strategy directs promotional efforts toward wholesalers and retailers so they stock and promote the product. A pull strategy instead seeks to create end-customer demand that draws the product through the channel.
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Marketing begins with identifying customer needs and ends with creating, communicating and delivering value through exchange. Coverage includes market research, consumer behaviour, segmentation, targeting, positioning and the marketing mix of product, price, place and promotion, with marketing distinguished from selling and advertising.
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