When managing the promotion mix, marketers are utilizing technology to deliver important information directly to the customer. For example, during the spring planting season, Home Depot and Lowes added QR codes to plants. When scanned with a mobile app, customers could make better buying decisions. The code offered information on planting time, watering schedule, and other pertinent tips on each plant. Home Depot even ran a commercial to let its customers know how it was using technology to assist them with their spring planting decisions. Whether using new promotional methods or traditional promotional methods, Home Depot
A) utilized pull strategy because it directed its campaign to the stores where the products are sold.
B) utilized push strategy because it directed its messages to consumers, permitting them to subscribe to the pick economy.
C) utilized pull strategy because it directed its messages to consumers.
D) utilized push strategy because it directed its messages to its stores that were already equipped with bar code technology.

Question

Quizplus · Accepted Answer

Pull strategy directs heavy advertising and sales promotion directly to the consumer or end-user. The idea is that the customer will go to the retailer or e-tailer in search of the product. The product is pulled through the channel of distribution.

When Managing the Promotion Mix, Marketers Are Utilizing Technology to Deliver