Discussion Questions - Assignment Example

Discussion Questions Question Push and pull are promotional strategies used in describing how products and servicesmove through channel allies to the consumer, showing the movement between two subjects (Schultz, 2002). Push marketing is a promotional tactic in which businesses take their products to the customers. The strategy places the company’s product in front of the consumer making sure they are aware of it. A push strategy may be applied in different situations such as in the production and distribution decisions, which are based on continuing forecasts.

It can be applied to that bit of the supply sequence where demand uncertainty is relatively small. It is also applicable to companies that have bulky and variable production consignment, inability to meet changing demand patterns and possess excessive inventories due to the need for outsized safety stocks. The strategy has many advantages in the advertising sector especially in reducing expenditure. Conversely, a pull promotional approach creates awareness for a specific service or product, which is fashioned with an objective audience in mind (Schultz, 2002).

This audience then demands the merchandise from channel partners. In this system, the consumer requests for the product and pulls it through the release channel. The strategy is based on consumed or actual demand unlike the push tactic that is based on forecast demand. The pull tactic can be applied in a situation where production and distribution are demand driven. A company may also apply it to that bit of the supply chain where order uncertainty is high. Elsewhere, it is applied in instances where a company is experiencing a decrease in lead-time, has no inventory, or is responding to specific demands.

It greatly influences sales promotions and discounts, word of mouth appointments, mass media promotion and advertising. Question 2Pull promotional strategy is what our company utilizes mostly as we advertise, build on customer relationship management, and carry out sales promotions and offer discounts (Schultz, 2002). Just one strategy has proven not to give much of good returns in the businesses, which are in line with my career. In the course of work, I have had to balance both push and pull strategies.

The result has been a powerful marketing mix that strongly entices customers to buy the wares I have had to sell for the company. From observation and experience in customer interactions throughout my career, it has come out that consumers react differently to marketing strategies used on the same product. This has necessitated the use of both push and pulls factors so as not to miss business opportunities. For instance, most bargainers seem to lean towards pull marketing, whereas socially aware buyers tend towards push marketing.

On the overall, experience has proven the practicality of achieving marketing mix of push and pulls factors in a business unit. Question 3Advertising and public relations have similar concepts in that they are both formulated to raise alertness to the existence of a certain product, service or company in a positive manner. In both cases, the messages target a particular audience. They also differ or contrast in some ways. Where advertising has fixed costs, public relations do not. In terms of credibility, advertising tends to appear less credible as its audience is unaware of it.

In public relations, publicity comes through an independent media giving it necessary credibility.In view of brands and products, advertising deals with specific aspects of a brand like a promotional message may dwell on a price cut, or launch of a new product. Public relations involve a mix of promotions, events and promoting a brand of an organization. This is a continuous task. Public relations consist of both proactive and reactive publicity unlike in advertising where it only involves the proactive aspect.

Marketing communications integrate advertising and public relations like the push-pull promotional strategy in order to yield better results (Schultz, 2002). When integrated they bear the same aim of creating a positive awareness of the product or service to the audience. The similarities and differences between the two are neutralized in order for them to co-exist in the same company. Question 4Departmental separation of all the above creates more problems in companies rather than bring solutions (Schultz, 2002).

The application of both strategies is what brings success to the company as both strategies are implemented it shows how they rely on each other. The field of marketing has seen imminent growth in the past three decades with the volume of trade and business necessitating separate identity of functions. Public relations and advertising as discussed above have divergent as well as convergent features. It is possible for both departments to function separately in fulfilling inherent departmental duties, but in lieu of brand propagation and presentation, it would be wiser to integrate the departments.

Each of these departments works towards the goal of having the company’s brand recognized (Schultz, 2002). There has been a paradigm shift in perception of marketing the brand that does not have to be entirely about the sales team, but a convergence of advertising, marketing, as well as public relations around the brand and the customer. The diverging points are at the channels employed by each department and intent, which includes complaint, support, and research. Inter-departmental competition is not healthy for the business and the integrated marketing communications (ICM) that links these departments propagates one goal and achievement of more together.

ReferenceSchultz, D. (2002). Integrated marketing communications. Journal of Promotion Management, 1(1), 99--104.