Mktg 522 Wk 5 Checkpoint

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Category: Business and Industry

Date Submitted: 05/20/2013 07:33 AM

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1. (TCOs E, I) What is the difference between a push marketing strategy and a pull marketing strategy? Explain how each of these strategies work. (Points : 5)

Push marketing strategy is when a product is actively introduced to the consumer through use of any number of mediums. The product is promoted and an effort is made to entice and draw in the consumer to a product they may not have otherwise sought out on their own. It isn’t necessarily something they need or were in search of, so the seller must find a way to introduce and show value in its product or service. It is produced and held in inventory and then “pushed” onto the customer.

Pull marketing strategy is the opposite. A consumer has a need and goes looking for it, making a request for a particular product at the time they need it. This can be a more difficult strategy to manage, because the consumers must be aware of the product and come looking for it on their own. This can leave a lot of variability for the seller. Product is typically not even produced until it’s requested.

2. (TCOs E, I) Describe channel conflict and provide an example. (Points : 5)

Channel conflict occurs when established marketing channels are bypassed and one entity allows a consumer to purchase directly rather than going through those channels. It can cause turmoil between the partners involved when one (or more) feel like their success is being threatened by the bypass.

An example would be selling wholesale furniture online where consumers can benefit from the low cost and wide selection without incurring a mark-up from a retail store.

3. (TCOs E, I) What is a direct marketing channel? Please provide an example. (Points : 5)

A direct marketing channel is one in which manufacturers promote their product right to the end-user and doesn’t involve any middlemen. A simple example would be someone selling their garden crops at a farmers market.

4. (TCOs E, I) What are the differences between exclusive distribution,...