Scenario: Silk Industries, LLC
Silk Industries, LLC comprises two major divisions: consumer products and industrial products. The consumer product line of the company enjoys a well-recognized brand name and loyal customers worldwide. The managers are considering different types of promotional strategies.
-Which of the following might be most appropriate for its industrial product division?
A) Pull strategy
B) Transfer pricing strategy
C) Push strategy
D) Zero-level channel strategy

Question

Quizplus · Accepted Answer

A push strategy is used for industrial products because it involves pushing the product through the distribution channels to reach the end-users who are not the general public. This strategy is used when the target audience is a limited number of customers, who are located in a specific area or industry. In this case, Silk Industries, LLC's industrial products would be targeted towards businesses and other industrial customers. Thus, a push strategy would be most appropriate for their industrial product division.