Question

A manufacturer of window air conditioning units that wanted to use a pull strategy could:

A. Create point-of-purchase displays to show how quiet a unit is
B. Develop a sales contest for retail salespeople of its units
C. Teach the retail salespeople how to offer advice on correctly installing the unit
D. Develop a just-in-time reordering system
E. Run a $25-off coupon in a New England regional magazine

Answer 1

A manufacturer wanting a pull strategy for their air conditioning units could create point-of-purchase displays and run discount coupons to attract consumer interest directly and encourage demand.

Step-by-step explanation:

A manufacturer of window air conditioning units that wanted to use a pull strategy could opt for tactics that directly target consumers and entice them to seek out the product, thereby increasing demand and encouraging retailers to stock more of the product. Such strategies include:

• Create point-of-purchase displays to show how quiet a unit is, which emphasizes the product's distinctive features directly to consumers.
• Run a $25-off coupon in a New England regional magazine, offering consumers an immediate monetary incentive to purchase the unit.

However, options like developing a sales contest for retail salespeople, teaching retail salespeople installation advice, and developing a just-in-time reordering system are more aligned with a push strategy which is focused on 'pushing' products through the sales channel by incentivizing the channel partners.