When a manufacturer directs its promotional mix at ultimate consumers to encourage them to ask retailers for the product, the strategy is called a:

Question

Quizplus · Accepted Answer

When a manufacturer uses its promotional mix to target ultimate consumers and encourage them to ask the retailers for the product, it is called a pull strategy. The goal is to create demand for the product among consumers, which, in turn, will encourage retailers to stock the product. This strategy is generally used when the manufacturer has limited control or influence over retailers.

When a Manufacturer Directs Its Promotional Mix at Ultimate Consumers