小威廉·D·佩罗-市场营销学基础（英文版·第18版）Chap014.pptVIP

Summary Overview Pulling means getting customers to ask intermediaries for the product. Key Issues Pulling typically involves use of mass selling tools to stimulate demand for a particular brand. Customers, who are aware of and interested in the product look for it at retail stores. Ads may even encourage consumers to ask the retailer to carry the product if the store doesn’t have it in stock. Resulting sales of the product encourage the intermediaries to order more or give the product more attention. A manager may use either pushing or pulling exclusively, but a combination of the