Which of the following is a difference between a push and a pull strategy?
a. Social media is used in a push strategy, while personal selling is used in a pull strategy.
b. End consumers are targeted in a push strategy, while wholesalers are targeted in a pull strategy.
c. Push strategies focus on content marketing, while pull strategies focus on personal selling.
d. Retailers are targeted in a push strategy, while opinion leaders are targeted in a pull strategy.
ANSWER: d
Manufacturers may use aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell their merchandise. This approach is known as a push strategy. A pull strategy stimulates consumer demand to obtain product distribution.
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