Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 12, Problem 12.3DQ
Summary Introduction
To discuss: The similarity and difference between the push and pull promotion strategies and the factors to be considered by the marketers.
Introduction:
Promotion mix is a marketing communication mix that a company uses to build customer relationship, involve customer, and communicate customer value.
A push strategy involves pushing the products to final customers using
Pull strategy involves marketing activities such as direct and digital marketing, consumer promotion, and advertising to final customers for buying the products.
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Context: Direct marketing reaches out to consumer directly with personalized messages. Some of the direct marketing activities include direct mail, online advertising, social media marketing, and direct selling.
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Marketing: An Introduction (13th Edition)
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