Directorate of distance education

Retailer promotion: Buy
Cadbury’s
products worth 
`
3000/- and 
get any 30 chocolates worth 
`
5 each free.
Through this offer the company is pushing its product to the 
retailers and now that the retailer has enough incentive the retailer stocks 
more and thus it becomes essential for the retailer to push the product to 
the consumers.
Classic Push Promotional Strategies
➢ Cooperative advertising
➢ Promotional allowances
➢ Displays and selling aids
➢ In-store promotions
➢ Contests and incentives
➢ Special promotional deals and merchandise campaigns
Kinder and Gentler” Push Promotional Strategies
➢ Training
➢ Quotas
➢ Missionary selling
➢ Trade shows
Besides issues related to physical handling of products, distribution 
decisions are affected by the type of promotional activities needed to sell 
the product to customers. For products needing extensive salesperson-
to-customer contact (e.g., automobile purchases) the distribution options 
are different than for products where customers typically require no sales 
assistance (i.e., bread purchases).
Self Assessment Questions
1. What are the issues involved in channel management?
2. Discuss about types of channel intermediaries.
3. How to motivate the channel intermediaries?
4. Explain the evaluation of channel members’ performance?

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Notes
148
5. Explain how one can control channel intermediaries.
6. Discuss types of channel conflicts and causes for that.
7. Elaborate the criteria for evaluating channel members?
8. Highlight the marketing issues involved in establishing distribution 
channels?
9. Discuss the relationship issues involved in channels?
10. Discuss about VMS?
11. How to select channels for small business?
12. Highlight about retail cooperatives.
13. Define Franchise system?
14. What are the advantages of buying a Franchise?
15. What is cooperative Vertical Marketing System?
16. Discuss the benefits of cooperative Marketing?
17. Explain about new product planning in channel management?
18. What is strategic product management?
19. Explain about different types of product differentiation?
20. Explain about product positioning?
21. Discuss about product line extension.
22. Explain about pricing in channel management?
23. Discuss pull and push strategies of sales promotion.

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Notes
149