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Answer Posted / aswin.s
The promotional decisions have to consider whether the
company chooses a push strategy or a pull strategy or a
balance of the two. A push strategy involves pushing the
consumer through the channel . As retailing is a channel
service this approach is unlike that of more traditional
forms of product marketing as it is the channel service
which is promoted. Then pull strategy is where marketing
promotion activities are targeted to the consumer to induce
them to buy the retailer’s merchandise or service Retailers
may enter third parry agreements for promotion whereby by
cost of the promotion is shared between the retailer and the
manufacturer to encourage more sales of the manufacturer’s
product.
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