Lecture 8: Push and Pull Marketing

Question 1

What is Pull Marketing Strategy and a Push Marketing Strategy?

Answer 1

A Pull marketing strategy includes business using advertising and marketing, promotion to push customers to demand the products from the intermediaries.
- For brands that are well known
- Choice is made before customers enter store
- For brands that have high loyalty, dominate a market
- Mostly B2C products

A Push marketing strategy is when businesses push intermediaries and depend on the sales force of the intermediaries to carry, and promote their products.
- This is more for brands that are less known
- When these brand choices are impulsive
- Choices are made in store
- Mostly B2B products

Question 2

What are the Pros and Cons of Push Marketing and Pull Marketing?

Answer 2

Push Marketing:
- Lower control over brand image/ message
- Weaker bond to customer
- Lower brand loyalty
- Brand choice made at POS
- Depends on Intermediaries actions

Pull Marketing:
- Stronger bond to customer
- More control over brand and message of brand
- Longer term build of brand
- More upfront costs
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