What is a pull strategy in marketing?

What is a pull strategy in marketing?

• A. Promoting products directly to consumers to generate demand, which then leads retailers to stock the product.
• B. Promoting products to retailers to stock more products regardless of consumer demand.
• C. Offering price discounts to distributors to push volume.
• D. Running sales promotions only at the point of sale to retailers.

Answer: (A)

Pull strategy focuses on creating demand at the consumer level so shoppers request the product, and retailers stock it to meet that demand. The described option matches this: promoting directly to consumers to generate demand, which then leads retailers to stock the product. This is exactly how a pull approach operates, using consumer advertising and promotions to pull the product through the distribution channel.

The other ideas describe push tactics—promoting to retailers or distributors to stock more or push volume, sometimes with point-of-sale incentives—which shift inventory based on channel promotions rather than on consumer demand.