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Topic: Student Questions
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
Coupon Push Or Pull
Posted by Anonymous on
12/15/2006 at 12:29 AM ET
I am wondering if a coupon is considered push or pull marketing. If it is push, how would it be used as such?
My teacher has told our class that coupons are push marketing. Through my understanding they seem to generally be pull marketing since they are generally used to boost sales on mature products that are already well distributed.
12/15/2006 at 12:42 AM
Your definition of "pull" marketing is something different than I know. And unless you misunderstood your teacher, he/she is using some definition I'm not aware of. The classical definition of pull marketing is that which is aimed at enticing the customer to buy the product. Ads, coupons, direct mail, telemarketing...these are pull marketing. Push marketing is aimed at the distributors, retailers, and sales channel and is aimed at getting them to take more product
of end customer sales. You
the product into the channel and then you take actions to get customers to
the product out of the channel. Here's a brief explanation and example:
I hope this helps.
12/15/2006 at 2:28 AM
I can only imagine that in an attempt to "push" a specific product, the coupon is introduced to pull the customer to that particular product. Thus, it would be a push-pull strategy.
12/15/2006 at 8:01 AM
You stated that you made a decision simply due to your research document. Others may think this is dangerous, but I think it is bold, and perhaps not a solid use of decision-making. Just because it is in a book, doesn't make it workable for every person who reads it.
And the more I read your post, the more I believe you are involved with the term: Analysis-Paralysis. You think too much...so you can validate your decisions. Many markting decisions are made due to experience, or just a gut feeling.
IF this is the first time...it won't be perfect...or, close to it. Capture names and contacts...do your schpleel and go home.
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