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Making a marketing push
Let's begin by talking about push marketing, or pushing your customers through the door. With a push marketing strategy basically what you are trying to do is to create consumer demand for your product by making use of a company's sales force and trade promotion activities. What happens in a push marketing strategy is that the company that is making the product, the producer, promotes the product to the wholesalers, the wholesalers in turn promote it to the retailers and then the retailers promote it to the consumers.Basically with a push strategy you are trying to sell directly to the consumer through consumer promotions and advertising. One great example of push marketing is kickbacks. Basically what happens here is that the wholesaler is offering the retail store some kind of incentive to sell a certain product. Because the retailers are promised something in exchange for selling the product they are more inclined to push that product on their customers. But not only will they push that product on their customers by recommending that product they will also create displays for that product that draw the customer to the product. Basically what this means is that the retail store will create end caps or prominent displays in the center of the store that focus on that product. The same thing can hold true for the producer and the wholesaler the producer can also the wholesaler certain bonuses or kickbacks if they promote their product over somebody else's. Another way that push marketing works is through word of mouth. This isn't the normal type of push marketing because the producer or the wholesaler is not offering some type of incentive to sell their product. But in word of mouth what happens is that the customers leave the store or company very pleased with the service or product that they received and they tell everybody they know about it. This is spreading the word to other people and pushing them to go into the store to get the same kind of treatment. |
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