Marketing Wk 5 Checkpoint

In: Business and Management

Submitted By baenc0315
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1. What is the difference between a push marketing strategy and a pull marketing strategy? Explain how each of these strategies work.
Push marketing strategy is putting in use the manufacturer’s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users. Appropriate when there is a low brand loyalty in a category and the product is an impulse item.
In the pull strategy the manufacturer uses advertising, promotion, and other forms of communication to persuade consumers to demand the product from the stores, thus inducing the stores to order it. Appropriate when there is high brand loyalty and high involvement in the category.

2. Describe channel conflict and provide an example.
Channel conflict is generated when one channel member’s actions prevent another channel from achieving its goal. There can be a horizontal, a vertical, and a multi-channel conflict. An example of channel conflict is when Sony Manufacturer sells to discount retailers such as Wal Mart as well as independent electronic stores such as Ultimate Electronics.

3. What is a direct marketing channel? Please provide an example.
A direct marketing channel consists of a manufacturer selling directly to the final customer. It includes catalogs, mailing, telemarketing, television direct-response marketing, electronic shopping, fax mail, e-mail, voice mail, blogs, and websites. Examples of this are shopping on, and the Home Shopping Network (HSN).

4. What are the differences between exclusive distribution, selective distribution, and intensive distribution? Why would you choose one of these strategies over another?
1. Exclusive distribution means severely limiting the number of intermediaries. Appropriate when the producer wants to maintain control over the service level and outputs offered…...

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