問26
頻出度★★★
マーケティングミックスの4Pの一つであるプロモーションの戦略には, プッシュ戦略とプル戦略がある。メーカの販売促進策のうち, プル戦略に該当するものはどれか。
平成24年度 秋期 ITパスポート試験 問26
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 26
Incorrectア
“Strengthening salesperson training on product knowledge and sales talk” is a measure in which the manufacturer works on salespeople, who are the people carrying the distribution channel, so that they raise their selling power in the store. What moves consumers is the trained salesperson, not the manufacturer working directly on consumers. Because the product is pushed out to consumers through the channel, this is a push strategy and is therefore wrong.
Incorrectイ
“Dispatching salespeople to stores to carry out support selling” is a channel-oriented support measure in which the manufacturer provides human resources to help the retail store sell at its storefront. The party that is worked on is the retail store, and contact with consumers occurs as face-to-face selling carried out in the store by the dispatched salespeople. This is not a pull strategy in which the manufacturer creates demand directly among consumers, but a typical push strategy, so it is wrong.
Incorrectウ
“Increasing sales incentives paid according to sales amount or sales volume” is what is called a rebate or an incentive, which rewards retail stores and salespeople that sell a lot and thereby motivates them to sell the company’s own products first. Both the destination of the money and the actors expected to take action are on the distribution channel side; consumers are not the direct target. This is a measure that pushes the channel itself, so it is a push strategy and is wrong.
- エ
正解 The correct answer is エ. Among promotion strategies, the pull strategy is one in which the manufacturer works directly on final consumers through advertising, publicity, and the like, creating on the consumer side a demand and a wish to buy that particular product (“I want that product”), so that consumers go to the retail stores and the stores in turn place orders with the manufacturer in response to those inquiries — a method that pulls demand up from downstream to upstream (pull). Choice エ, “Running advertising aimed at drawing customers to retail stores,” is a case where the manufacturer spends money to deliver its message directly to consumers and makes them go to the stores of their own accord; both the party that is worked on and the direction in which demand moves match the definition of the pull strategy exactly. The difference from the push strategy can be judged by “whom the manufacturer works on”: if the target is the final consumer it is pull, and if it is a distribution channel such as wholesalers, retailers, or salespeople, it is push. Only エ is a measure aimed at consumers, so the correct answer is エ.
ここがポイント
- The axis for telling the push strategy from the pull strategy is “whom the manufacturer works on.” Working on distribution channels such as wholesalers, retailers, and salespeople so that they push the product out is the push strategy (salesperson training, support selling, sales incentives and rebates, personal selling, and so on). Working directly on final consumers to create a wish to buy that particular product, so that consumers come to the retail stores themselves, is the pull strategy (advertising, publicity, consumer-oriented campaigns, and so on).
- The 4Ps of the marketing mix are Product, Price, Place (distribution), and Promotion (sales promotion) — a framework for building measures from the seller’s point of view. The push strategy and the pull strategy are sub-strategies under Promotion, and it is also worth remembering that in practice the two are used in combination.
用語