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What is a characteristic impact of a push promotional strategy on product distribution?
Encourages direct-to-consumer sales methods
Increases brand loyalty among consumers
Focuses on persuading distributors to carry and prominently feature the product
Promotes heavy discounting of products in stores
The correct answer is: Focuses on persuading distributors to carry and prominently feature the product
A push promotional strategy is designed to persuade distributors, wholesalers, or retailers to carry a product and promote it to consumers. This approach is focused primarily on "pushing" the product through the distribution channels, ensuring that it is available and showcased effectively at retail locations. The goal is to make it easier for consumers to find and purchase the product, relying on distributors to highlight the product’s features, advantages, and overall benefits. In this context, encouraging distributors to carry and prominently feature the product is a characteristic impact of a push strategy. By motivating intermediaries to actively sell and promote the product, businesses aim to enhance its visibility and attractiveness to end consumers. This can lead to increased sales volumes as the product is more likely to be seen and purchased when prominently displayed. While other consequences of promotional strategies may occur, such as encouraging direct-to-consumer sales (which might occur with pull strategies), fostering brand loyalty, or even promoting discounting, they are not the primary focus of a push strategy. Instead, the emphasis is placed on establishing strong relationships with distribution partners to ensure that the product is effectively pushed through the channels to reach consumers.