The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or a retailer to carry and sell particular merchandise is known as a _____ strategy.

Question

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or a retailer to carry and sell particular merchandise is known as a _____ strategy.​

Quizplus · Accepted Answer

The strategy described in the question is a push strategy, which involves pushing the product through the distribution channel by using aggressive personal selling and trade advertising to convince wholesalers or retailers to carry and sell the product. This is in contrast to a pull strategy, which involves creating demand for the product among consumers, who then pull the product through the distribution channel by asking retailers for it.

The Use of Aggressive Personal Selling and Trade Advertising by a Manufacturer