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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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