Clairol Corp.is introducing a new brand of shampoo in a highly competitive market.Wholesalers might be willing to handle the new product,except that retailers are already complaining about overcrowded shelf space.Therefore,Clairol has decided to spend $10 million on TV advertising and send free samples to 3,000,000 households to convince consumers of the new product's superiority and to get them to ask for it at their retail stores.Clairol is using
A)dual distribution.
B)a pulling policy.
C)direct marketing.
D)a pushing policy.
E)a sampling distribution.

Question

Quizplus · Accepted Answer

Most producers focus a significant amount of promotion on customers at the end of the channel.This helps to stimulate demand and pull the product through the channel of distribution.Pulling is getting customers to ask intermediaries for the product.