Question

If you're a direct marketing company like Herbalife why would discussing a push type promotions make no sense? A.) As a direct marketer, you don't direct much money to trade promotions. B.) As a direct marketer, you don't need any trade promotions.

Answer 1

In direct marketing, companies like Herbalife focus on 'pull' strategies that involve direct communication with customers, eliminating the need for 'push' type promotions like trade promotions.

Step-by-step explanation:

In the context of direct marketing companies like Herbalife, discussions of push type promotions are not particularly relevant because these companies typically do not engage in the trade promotions that push strategies entail. Push type promotions involve convincing retailers to carry a product and push it to their customers through shelf placement, discounts, and other trade promotions. Direct marketing companies, however, generally sell their products directly to consumers, bypassing traditional retail channels.

Therefore, Option B is most accurate: As a direct marketer, you don't need any trade promotions. Direct marketing focuses on pulling customers in through direct communication and sales methods, which may include personal selling, email marketing, and personalized online advertising. As such, Herbalife would allocate its marketing resources to direct communication channels rather than to pushing their products through retailers or distributors.