When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product,it is using a(n)__________ strategy.

Question

Quizplus · Accepted Answer

The strategy described in the question is a push strategy, which is focused on pushing the product through the distribution channel by directing promotional efforts toward channel members such as wholesalers and retailers. This strategy is often used when a manufacturer needs to create demand for a new product or when the product is in a crowded market with many competitors. The goal is to gain the cooperation of channel members in stocking and promoting the product, which will then lead to the product being more visible to end consumers.

When a Manufacturer Directs the Promotional Mix to Channel Members