Successful introduction in the retail channel also requires the manufacturer to provide advertising. This is known as

• A. Manufacturing
• B. Distributing
• C. Product Pull
• D. Product Push

Answer: (D)

When a product is being launched in retail, the manufacturer often backs the effort with advertising and promotions aimed at the retailers and sales channels to push the product into stores. This approach is known as the push strategy: it uses trade promotions, in-store displays, and retailer incentives to move the product through the distribution channel and onto shelves. In contrast, a pull strategy targets consumers with advertising to create demand, so retailers stock the product in response to consumer requests. Since the question emphasizes manufacturer advertising to drive retail placement, this is a push.