MARKETING MANAGEMENT (PAZARLAMA YÖNETİMİ) - (İNGİLİZCE) Dersi Marketing Communication soru detayı:

CEVAP:

In the push strategy, promotional efforts are directed to sales force and intermediaries like the retailers. For example, a company may use trade promotion if it wants retailers to give a special support to the sales of a product. In return, the retailer promotes the product to its customers. Pull strategy, on the other hand, aims to create a demand on consumers by directing promotional efforts (sales promotions, advertisements, etc.) mainly to consumers. If the consumers want the product, the retailers will be willing to sell this product. In other words, creating a high customer demand by the use of this promotional strategy will pull the promoted product through the trade channels.