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

A push strategy aims at pushing the product through the distribution channel to the end customer by promoting it to channel members (wholesalers, retailers) who will then push the product onto the end customer. This strategy is used when the manufacturer wants to gain the support of channel members in stocking and promoting the product.

A Manufacturer Directs the Promotional Mix to Channel Members to Gain