A ______ strategy is designed to motivate consumers to demand products and force the channel to carry and sell the brand, whereas a ______ strategy relies on the channel members to move the brand

• A. Pull; Push
• B. Push; Pull
• C. Pull; Pull
• D. Push; Push

Answer: (A)

This question tests the difference between pull and push channel strategies. A pull strategy targets consumers to create demand for the product, encouraging them to request it from retailers. When consumers ask for the brand, retailers feel pressure to stock and sell it. A push strategy, on the other hand, targets channel members—wholesalers and retailers—using promotions and incentives to move the product through the channel and into customers’ hands.

So, the best fit is that the first blank is pull, because it describes creating consumer demand, and the second blank is push, because it describes moving the product via channel members. Other pairings would place the focus in the opposite places and don’t align with how pull and push strategies operate.