Pull and Push Promotion
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A small company has developed an innovative new spray on glass cleaner that prevents the buildup of electrostatic dust on computer screens and TVs. What are two examples of low-cost push approaches and two examples of low-cost pull approaches that will effectively promote this product?
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The product is an innovative spray that cleans and prevents the buildup of electrostatic dust on computer and TV screens.
A promotion that addresses the customer directly so that the customer asks for the product and it is pulled through the distribution channel is called pull promotion. On the other hand a promotion that uses the channels of distribution such as the wholesaler or the retailer to push the products to the customer is called push promotion strategy. (Perreault, W. D., Cannon, J. P., & McCarthy, E. J. 2010).
One low cost push strategy that ...
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- BSc , University of Calcutta
- MBA, Eastern Institute for Integrated Learning in Management
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