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A __________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.

  • A push strategy is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
  • A push strategy is a promotion strategy that focuses on using the sales force and trade promotion to move the product through the distribution channels to reach the end consumer.
  • It is called a "push" strategy because it pushes the product through the channels, rather than waiting for the consumer to pull it through demand.
  • In a push strategy, the manufacturer focuses on getting the product into the hands of intermediaries, such as wholesalers, distributors, and retailers, who then promote the product to the end consumer.
  • This is achieved through a combination of sales force efforts, such as personal selling, and trade promotions, such as discounts, allowances, and displays, that are designed to encourage the intermediaries to stock and promote the product.