Slatescape sells crushed slate to be used as a decorative, permanent mulch to keep weeds out of flower beds. Initially, Slatescape was marketed heavily to home owners, but after years of radio and television advertising, Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Walmart. What is this new strategy called?

Question

Quizplus · Accepted Answer

This new strategy is called a push strategy, where the focus is on pushing the product through the distribution channels to reach the end consumer, rather than pulling them in with advertising and marketing directly to the consumers. The emphasis is on personal selling and sales promotion to intermediaries such as lawn and garden supply stores and large discount stores.

Slatescape Sells Crushed Slate to Be Used as a Decorative