DT - Push & Pull Factors
- Created by: beth-marie2511
- Created on: 18-04-16 08:18
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- Push & Pull Factors
- Push
- Convincing you that you need the product.
- Promotional strategy
- Businesses attempt to take their products to the customers.
- Marketers are attempting to 'push' their products at the consumers.
- Common Sales Tactics
- Sell merchandise directly to customers via company showrooms.
- Negotiating with retailers.
- Point-of-sale displays
- E.G. Beauty Counters (Boots/ Debenhams)
- E.G. Fragrance Counters
- Beneficial for both well-established products as well as new lines that need additional promotion.
- Pull
- Gets the customers to come to you.
- Common Sales Tactics
- Mass media promotions.
- Word-of-mouth referrals.
- Advertised sales promotions.
- E.G. Apple Products.
- Promote products via retailers.
- E.G. Carphone Warehouse
- E.G. Vodafone
- Most effective promotional tools for Apple tend to be personal selling and trade promotions.
- Promote products via retailers.
- Is an attempt at creating 'brand loyalty'.
- Keeps customers coming back.
- Strategies require high spending on advertising and consumer promotion.
- Builds up consumer demand for the product.
- Expensive to make the brand and its products.
- E.G. Marketing Toys
- Stage 1 - Advertise product.
- Stage 2 - Parents/Children see the advertisement and want to buy the toy.
- Stage 3 - Increases demand for the toy causing retailers trying to stock the product in their stores.
- Stage 2 - Parents/Children see the advertisement and want to buy the toy.
- E.G. Xbox
- Stage 1 - Advertise product.
- The Marketing Mix
- Marketing - Putting the right product in the right place, at the right price, at the right time.
- 'Mix' - trying to get the balance right between the different elements.
- Marketing strategy
- E.G. If the take up of a newly priced service is poor, there are a few ways to improve it.
- Change the service.
- Deliver it in a way that is more convenient for the user.
- Improve quality of promotion (instead of cutting prices).
- The 4 P's
- Product
- Defining the characteristics of your product or service to meet the customers needs.
- Price
- Deciding a pricing strategy.
- Not charging for a service is still a pricing strategy.
- Identifying total costs of the product.
- Should be lower than what you charged customers in order to make a profit.
- Promotion
- Advertising
- Personal selling
- Sales promotions
- E.G. Special Offers
- Atmospherics
- Creating the right impression through the working environment.
- Public Relations (PR)
- Place
- Or distribution.
- Location
- Where a service/ product is sold/ delivered.
- E.G. Are Hunter willies needed in Africa with such a dry climate?
- Product
- Push
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