A producer of disposable diapers is planning to introduce a new brand of diapers that is specially designed for large babies who are hard to fit with regular diapers. The company mails coupons for the new brand to all the consumers in its database of disposable diaper users. The coupons offer consumers a $2 discount off the regular price of a pack of diapers. The company sends an accompanying letter advising consumers to bring the coupons to their favorite store and use them. If the brand is not in stock, the letter encourages consumers to ask the store manager to stock the new brand. This promotion effort by the company is an example of:
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 promotion effort is an example of pulling by customers because the company is targeting its current customer base and encouraging them to purchase the new product by offering a discount and urging them to ask their store to stock it. This creates demand from the bottom up, or from the customers, pulling the product into the market.

A Producer of Disposable Diapers Is Planning to Introduce a New