Push Or Pull
Essay specific features
January 23, 2013
No of pages / words:
2 / 359
Rating of current essay:
Personal selling and trade promotions are often the most effective promotional tools for companies such as Nokia - for example offering subsidies on the handsets to encourage retailers to sell higher volumes.
A "push" strategy tries to sell directly to the consumer, bypassing other distribution channels (e...
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selling insurance or holidays directly). With this type of strategy, consumer promotions and advertising are the most likely promotional tools.
A “pull” selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product.
If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producers...
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