Marketing Strategies

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Author: Tom Hunk

There are many marketing strategies that a business has to use to make its product noticeable to the customers. Here are two marketing strategies which are very helpful in a business. • Push strategy- this is a type of marketing strategy which uses all the techniques of personal selling like door to door selling and tele marketing in order to educate the customers about the product. The strategy is named hence as it pushes the product towards the customers. In this type of marketing, the customer and the seller have a face to face interaction about the product under question. The customer gets first hand information from the sales person. Through the interaction the customer also gets to clear all his doubts about the product so the image in the customers' mind about the product is clear. It is a strategy which is used when the demand for the product is very less and the customer base is small. • Pull strategy- this is a type of marketing strategy which attracts the customers towards the product by using the means of advertisements. Here there is no personal communication between the seller and the customers. Here, the customer comes to the product after seeing the advertisements. Thus, the name of pull strategy. This strategy is used for products which have a large demand and where the demand is relatively inelastic. The media of advertising is used to reach out to a huge audience base. This is a strategy which does not clear the doubts of the customers. When the customer sees the ad, he is left pondering about with his doubts. This strategy uses a long channel of distribution of the products which includes the manufacturers, the wholesalers, the retailers, and then the final customers.

With these two types of marketing strategies, the company has to decide the type of strategy that it would use. The most important factor which decides the type of strategy that has to be used by the company is the product and the demand for the product. For example, if the company is a manufacturer of toys, it can use advertisements to bring the demand for the toys as almost all the kids now watch television. Through the advertisement on the television, the company is reaching out to its entire customer base.

Both the above mentioned marketing strategies are merely ways of promotion a product in order to increase the volume of sales. While the company uses the push strategy, it should make sure that it also uses the strategy of advocacy which complements the push strategy. Advocacy is the process by which the customers spread word of mouth about the product which is told to the. The personal selling executives should make sure that the word of mouth keeps spreading. They cal also use the referencing technique where the sales person takes contacts of prospective clients and customers from the existing customers. This is another innovative way of promoting the product. Thus, marketing is very important in a business.

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