A(n) ______ strategy is designed to increase demand by motivating sellers, wholesalers, distributors, or salespeople to highlight the product rather than the products of a competitor

A(n) ______ strategy is designed to increase demand by motivating sellers, wholesalers, distributors, or salespeople to highlight the product rather than the products of a competitor

• A. Pull
• B. Push
• C. Personal
• D. Incentive

Answer: (B)

A push strategy is designed to increase demand by motivating sellers, wholesalers, distributors, or salespeople to highlight the product rather than the products of a competitor. This approach works by moving the product through the distribution channel: manufacturers offer trade promotions, discounts, incentives, and support to channel members so they promote and stock the product more prominently. In practice, you might see trade allowances, cooperative advertising, or sales contests aimed at retailers and wholesalers to encourage them to push the product to consumers. This contrasts with a pull strategy, which targets consumers directly to create demand that compels retailers to stock the product.

A push strategy is designed to increase demand by motivating sellers, wholesalers, distributors, or salespeople to highlight the product rather than the products of a competitor. This approach works by moving the product through the distribution channel: manufacturers offer trade promotions, discounts, incentives, and support to channel members so they promote and stock the product more prominently.

In practice, you might see trade allowances, cooperative advertising, or sales contests aimed at retailers and wholesalers to encourage them to push the product to consumers. This contrasts with a pull strategy, which targets consumers directly to create demand that compels retailers to stock the product.