New 55% Off on All Courses - Enroll Now! Click Here

    Question

    Pharmaceutical companies historically marketed only to

    doctors. More recently, they have spent millions of dollars to advertise prescription drugs directly to consumers. These pharmaceutical companies are using a(n) _____ strategy.
    A push Correct Answer Incorrect Answer
    B inertia Correct Answer Incorrect Answer
    C intensity Correct Answer Incorrect Answer
    D pull Correct Answer Incorrect Answer
    E None of these Correct Answer Incorrect Answer

    Solution

    A pull strategy is when a manufacturer directs its promotional mix at ultimate consumers, encouraging them to ask retailers for the product. In this case, the strategy is to encourage consumers to ask their physicians for a specific drug by name - pulling it through the channel.

    Practice Next