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Essay / Research Paper Abstract
This 10 page paper considers the way that push and pull marketing strategies are used, looks at how they are used and presents cases to demonstrate the differences. The bibliography cites 7 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEpushpmark.rtf
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Unformatted sample text from the term paper:
are different ways in which the demand is developed. The pus strategy may be seen as the more aggressive of the approaches. Where there is a push strategy this
is used to create consumer demand (Hooley et al, 2003). This may be with tools such as direct sales and the companies sales force, as well as promotions such as
trade shows, the company will promote the goods to the wholesalers, who in turn will promote the goods to the retailers who will promote the goods to the consumers.
The chain of supply may also be circumvented as suppliers may also seek to use the push strategy appealing directly to the end user so that the other channels of
diction are by passed. Advertising and promotions are part of this strategy. The alternative paradigm is that of the pull strategy. This is a strategy that can be costly
as it requires a high level of investment in marketing in order to build up the demand for a product, the aim is to create a scenario where the consumers
are going out specifically to buy their product and are asking the retailers for it who are then asking the wholesalers for it. This is a strategy that is used
more subtlety, and is often seen with advertising to children in order to create the nag value. With these approaches the push strategy may be argued as able to
create better short term result, but the pull strategy can be argued as being the most effective the two approaches, In order to examine this we can look at the
way they are used. 2. The Push Strategy The push strategy is one that is used by goods, especially where there is likely to be a category-based evaluation products.
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