A producer of household batteries for flashlights, radios, and other small electronic devices wants to increase its sales relative to its competitors. The company enters into an arrangement with a supplier of bicycles to develop an incentive for retail buyers to order more batteries. Salespeople for the battery company tell each buyer that for every 20 cases of batteries ordered, the buyer will get a new bicycle. The buyer can keep the bicycle, or use it as part of an in-store contest promotion. The battery company's promotion effort aimed at retail buyers is:
A) Pushing in the channel.
B) Pulling by customers.
C) Integrated marketing communications.
D) Buyer-initiated communication.
E) None of these is a good answer.

Question

Quizplus · Accepted Answer

This scenario describes a "push" promotional strategy, where the battery company is encouraging (or "pushing") its products through the distribution channels to the end consumer by incentivizing the retailers (in this case, with bicycles for every 20 cases of batteries ordered). This is a classic example of a push strategy aiming to increase product availability and sales through incentives to the intermediaries.

A Producer of Household Batteries for Flashlights, Radios, and Other