题目内容
A pull strategy is particularly appropriate when there is low brand loyalty in a category, brand choice is made in the store, the product is an impulse item, and product benefits are well understood.
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Companies should first think of the target market and then design the supply chain backward from that point. This strategy is called demand chain planning.
A marketing channel overcomes the time, place, and possession gaps that separate goods and services from those who need or want them.
Marketing channel functions such as storage and movement and communications constitute a backward flow of activities.
A zero-level marketing channel typically uses a wholesaler and a retailer.
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