Management Quiz 73.pdf - 211 Award 1.00 point When employing a push strategy a manufacturer advertises a great deal to its wholesalers retailers and

Management Quiz 73.pdf - 211 Award 1.00 point When...

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211. Award: 1.00 point When employing a push strategy, a manufacturer advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns. directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product. forces a retailer to promote its products by placing national ads in local newspapers. directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product. directs retailers to promote one product over another to help balance fluctuations in inventory. Key term definition—push strategy. See Figure 17-5. References Multiple Choice Learning Objective: 17-03 Select the promotional approach appropriate to a product's target audience, life-cycle stage, and characteristics, as well as stages of the buying decision and channel strategies.
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  • Spring '14
  • AshleyE.Anker

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