MT 359 Kaplan Integrated Marketing: Mobile phone sales Push and Pull Strategy

From manufacturer to consumer, a product moves through a distribution channel. There are two major strategic decisions a manufacturer makes concerning how to promote moving products through the channel. Both push and pull strategies need to be considered as part of an IMC plan for promotions.

Choose a product, or use your course product, and consider both a push strategy and a pull strategy. Answer the following in a 500-word paper.

  1. Describe the distribution channel for your chosen product.
  2. For a push strategy, which sales promotion tactic might you want to use? Why?
  3. For a pull strategy, which sales promotion tactic might you want to use? Why?
  4. Would you consider using both tactics? Explain possible problems of using only one tactic, and explain possible problems of using both tactics.
 
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