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      Question

      Pharmaceutical companies historically marketed only to

      doctors. More recently, they have spent millions of dollars to advertise prescription drugs directly to consumers. These pharmaceutical companies are using a(n) _____ strategy.
      A push Correct Answer Incorrect Answer
      B inertia Correct Answer Incorrect Answer
      C intensity Correct Answer Incorrect Answer
      D pull Correct Answer Incorrect Answer
      E None of these Correct Answer Incorrect Answer

      Solution

      A pull strategy is when a manufacturer directs its promotional mix at ultimate consumers, encouraging them to ask retailers for the product. In this case, the strategy is to encourage consumers to ask their physicians for a specific drug by name - pulling it through the channel.

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