This activity is important because manufacturer marketing managers want to gain control of their distribution channels, which is often very challenging. Promotional activities can be helpful in moving a product through channels of distribution. Manufacturer marketing managers need to decide whether to use push or pull strategies (or both) in their channels of distribution.

Push or Pull? Choosing Channel Strategies
This activity is important because manufacturer marketing managers want to gain control of their distribution channels, which is often very challenging. Promotional activities can be helpful in moving a product through channels of distribution. Manufacturer marketing managers need to decide whether to use push or pull strategies (or both) in their channels of distribution.
The goal of this exercise is to demonstrate your understanding of how push and pull promotions differ.