Compare push and pull promotional strategies.
Chapter 17 Global Marketing
#Daniels #15edition #GlobalMarketing #Chapter17International Business: Environments and Operations, 15e, Global Edition (Daniels et al.)
Daniels, 15edition, Global Marketing, Chapter 17
Answer: Promotion may be categorized as push, which uses direct-selling techniques, or pull, which relies on mass media. Most companies use combinations of both marketing strategies. For each product in each country, a company must determine its total promotional budget as well as the mix of the budget between push and pull. Generally, the more tightly controlled the distribution system, the more likely a company is to emphasize a push strategy because it requires a greater effort to get distributors to handle a product. Also affecting the push-pull mix is the amount of contact between salespeople and consumers and the cost of products relative to incomes.
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