Question

$6.00 As the marketing manager for the manufacturer of a new line of computer jump drives

Found in Education: General-Education
Chapter 1, # 1
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volcanblack
 
 
Q:

(TCO E) As the marketing manager for the manufacturer of a new line of computer jump drives, what strategy would you use to get your channel members to promote your product? What is the difference between a Push marketing strategy and a Pull marketing strategy? Explain how you might use each of these strategies.
 

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$6.00
As the marketing manager for the manufacturer of a new line of computer jump drives
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  • Posted on Feb 20, 2012 at 7:06:11PM
A:
Preview: ... y is when you try to "push" your product towards the consumer. Without being intrusive, you attempt to convince them that they need your product. You constantly involve them in promotional messages and try to generate high involvement with the product and your consumer. The push strategy is used when there is many competitor products in your market. For example, car salesmen rely on more of a push strategy. There are so many different types of automobiles in the market, and in order to make the sale, the dealer must convince you, the buyer, that his product will best suit your needs, and deliver a high level of customer value. A pull marketing strategy is used for a necessity product that does not have a great deal of competition. A computer jump drive is a perfect exam ...
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