Pull strategy is in which the seller directly hit the

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Pull strategy is in which the seller directly hit the final consumer to induce them to buy theproduct. Consumer will demand the product from channel members, if the pull strategy effectsuccessfully.Public RelationsPublic relations is building good relations with the company’s various publics and corporateclients by publicity and interacting in favorable moods and media, as well as handlingunfavorable rumors, stories and events . The tools of public relations use: press release; productpublicity; public affairs; lobbying and investors.Place(Distribution channels)Place , which is also known as the distribution channels, is a set of interdependent organizationsinvolved in the process of making a product or service available for use or consumption by theconsumer or business user. The distribution channels can beDirect channel ( from producer to a consumer)Indirect channel ( from producer through intermediaries to a consumer)Through distribution producer’s (manufacture’s) product can pass to a wholesaler, then to aretailer before finally reaching a consumer. Or it may go first to a retailer finally to reach aconsumer. In these cases, there are intermediaries between the producer and the finallyconsumer. But the producer can sell directly to the final consumer. In this case, there is no anintermediary. The intermediaries may be short or long. It is long, for instance, when the productpasses through an agent, a wholesaler, retailer, and short when it only passes through a retailer toreach a consumer. Intermediaries, such as retailers and wholesalers, tend to add efficiencybecause they can do specialized tasks better than the consumer or the manufacturer.Intermediaries add efficiency by1.Breaking bulk – the final consumer buys only the small quantity; quantities aregradually broken down to reach a consumer55
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Chapter 5 / Exercise 5
Basic Marketing Research
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2.Intermediaries move goods efficiently3.Consolidation and distribution – the final consumer can access a product easily asin the supermarket4.Carrying inventory less costly to the holding of inventory5.Financing – wholesaler and retailer may negotiate for lower pricesDetermining on need and the nature of distribution channel involves making decisions onlocation of the consumer, cost of distribution, type of product and the strategy of distribution.Review questioni.Clearly differentiate the following: (1) consumer goods and industrial goods; (2)goods ( tangible product) and services; (3) core benefits and augmented product; (4)product mix and product line.

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Term
Winter
Professor
N/A
Tags
Marketing, Marketing Information Systems
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Basic Marketing Research
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Chapter 5 / Exercise 5
Basic Marketing Research
Brown/Churchill
Expert Verified

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