1. Which of the following circumstances would best require a pull strategy to be implemented for product promotion?
a. channel members wield relatively lesser power compared to that of producers
b. buyers display a great deal of brand loyalty to a particular product
c. distribution channels are short
d. buyers need to be informed about the features of a product before purchase
2. Which of the following reflects the correct sequence of the marketing communication process?
a. promotional message; encoding; decoding; feedback
b. encoding; promotional message; decoding; feedback
c. promotional message; decoding; feedback; encoding
d. encoding; decoding; promotional message; feedback