Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as

Question

Quizplus · Accepted Answer

A pull strategy involves directing promotional efforts towards the end consumer in order to encourage them to ask retailers for the product, creating demand that 'pulls' the product through the distribution channel. This is a contrast to a push strategy, in which promotional efforts are targeted at intermediaries in the channel to encourage them to stock and sell the product. Therefore, the best choice is E.

Directing the Promotional Mix at Ultimate Consumers to Encourage Them