If the push policy is used in promoting a product, the firm
A) promotes directly to consumers.
B) promotes only to the next marketing institution down the marketing channel.
C) promotes the product to wholesalers only.
D) promotes the product to retailers only.
E) will be assured of having an effective promotional mix.

Question

Quizplus · Accepted Answer

The push policy involves promoting the product to the next marketing institution down the marketing channel, which could be retailers, wholesalers, or distributors. The goal is to push the product through the channel and ultimately to the end consumers. Therefore, option B, promoting only to the next marketing institution down the channel, is the best choice.

If the Push Policy Is Used in Promoting a Product