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No one specific type of shoe was 'pushed' with a marketing campaign.
Pull marketing is often used in products that tap into a certain 'lifestyle' component, such as fashion, beauty, and makeup. Customers purchase an image as well as the item itself. Even Whole Foods, the organic supermarket, uses pull-based strategies. Consumers are less drawn to the (expensive) food store for specific deals or even specific items. Rather, they come seeking a certain moral 'ethos' in terms of the way the company markets its product. Push-based products, such as investment services or hospitals, base their appeal upon trust, rather than a demonstrable, tangible item or short-term savings 'payoff.'
Describe the transition from push to pull: Process and an example of a successful transition
Almost all companies begin as 'push' companies. However, they may find that a more pull-based strategy is fruitful, once they have built some rudimentary brand awareness. A good example of a push-to-pull transition is that of the Apple Corporation. When the Mac was born, long ago in the 1980s, the company emphasized its value for the consumer in terms of its physical components: a personal computing device was a useful item to have for word-processing. Mac distinguished itself from PCs by stressing its specific, user-friendly added value as a product.
This began to shift with the introduction of...
Being an Apple consumer became more about embracing a certain 'cool' ethos, rather than the improved quality of Mac products. Apple offered its more expensive products in an array of sleek, custom-colored designs. It used its famed secrecy to create hype for the introduction of new products such as the iPhone and the iPad. Its 'informational' website generated a constant product buzz of excitement amongst pro-Mac bloggers. Recently, many individuals bought the iPad with little idea of what value it could add to their personal computing experience: they simply wanted to be a part of the next 'new thing' created by Apple.
Apple's transition to pull-based marketing is exemplified in its anti-PC campaign, which personifies its main competition, the cheaper PC, as a bespectacled 'dork' in contrast to the cool, hip, and urbane Mac user. Why a PC is dorky or what is meaningful about associating a computer with a type of person is not clear, but the advertisement allows all individuals who purchase Macs to congratulate themselves for embracing a certain kind of modern, techno-friendly image.
References
Push or pull? (2010). Tutor2U. Retrieved May 25, 2010 at http://tutor2u.net/business/marketing/promotion_pushpull.asp
Maki. (2010). Push marketing vs. pull marketing. Doshdosh. Retrieved May 25, 2010 at http://www.doshdosh.com/push-marketing-vs.-pull-marketing/
Perhaps one of the best examples of the difference between the push and pull production models and the advantages of the former is the recent change in the book publishing industry. Specifically, advances in computer equipment and processes in the last decade have made print-on-demand (POD) book publishing a viable (push) alternative to the traditional book publishing (pull) model, especially for unrepresented, unsigned, and first-time authors. The traditional publishing model
The more effective strategy for creating consumer demand is pull-oriented, yet is inordinately more expensive to initiate and maintain. The costs of a pull strategy include continual advertising both online and offline, and a continued commitment to keep the brand and its value at the forefront of consumers' mind. Once a customer has become loyal however, pull marketing strategies make up-selling and cross-selling products more effective. By initiating a strong
How would you describe retailing? What are the four levels of service? Retailing is the act of selling a product or a service to the final end user for their own personal consumption and not for business use. The four levels of service include; Self- Service, Self-Selection, Limited Service and Full Service. Why do intermediaries bother to sponsor their own brand? What is the role of private label brands in the market
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Thesis statementThe immigration of Jews into the United States after World War II was a result of both push and pull factors, including the devastation of European Jewish communities and the opportunities for political and economic stability offered by the US, and had significant impacts on both the American society and the Jewish immigrant community.Quote�Without a pre-existing network in the United States, many do not dare to embark on emigration
Supply Push to Demand Pull: Agribusiness Strategies for Today's Consumers" by Martinez and Hayden discusses supply, demand and pricing of one of the most popular and common commodities available to man in modern society today ... food! In this article the authors discuss the change in supply, demand and pricing of food products on the open market, specifically staples including meat products such as chicken, beef and pork. They discuss