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)__________ channel strategy.

Question

Quizplus · Accepted Answer

A push strategy is when a manufacturer promotes its product to intermediaries, such as wholesalers and retailers, to encourage them to push the product to the consumers. In this case, the manufacturer is directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product, which is an example of a push strategy.

When a Manufacturer Directs the Promotional Mix to Channel Members