The Canyonlands Corporation is introducing a new product next month. To prepare for the introduction, the marketing manager is having his sales force call on distributors to explain the unique features of the new product, how the distributors can best promote it, and what sales volume and profit margins they can reasonably expect. In addition, Canyonlands is budgeting 2 percent of its estimated sales for magazine advertising. This is an example of:
A) selective distribution.
B) a "pulling" policy.
C) exclusive distribution.
D) a "pushing" policy.
E) intensive distribution.

Question

Quizplus · Accepted Answer

The strategy described in the scenario is a "pushing" policy, in which the company is actively promoting the product to distributors and providing them with information to help them sell it to end customers. This is in contrast to a "pulling" policy, in which the company focuses on creating demand among end customers and relies on them to request the product from distributors. The other options (selective distribution, exclusive distribution, and intensive distribution) refer to different distribution strategies and are not relevant to the scenario.

The Canyonlands Corporation Is Introducing a New Product Next Month