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Business English Exercises
 

Pushing and Pulling

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Home > Teaching Business English > Business English Lessons, Advanced Level # 446
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Chesterfield suggests that the traditional hierarchical model of planning which places communications alongside the other marketing mix variables is due for a rethink.

Correct answer: (c) rethink

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 english vocabulary, grammar and idioms Ask a Teacher

All marketing communication is not elevated to a strategic role, though; a distinction exists between tactical communications supporting individual marketing initiatives and strategic communications that inform all of a company's activities emanating from the highest levels.

Correct answer: (b) emanating

Meaning of "emanating"
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Communication is qualitatively different from the other ingredients of the marketing mix; increasingly, the traditional marketing functions of price, product and distribution are hygiene factors, while communications is becoming a higher order tool.

Correct answer: (a) order

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This is especially true for companies with pervasive brand values, but it likely means a change in how every marketing department sees itself.

Correct answer: (d) pervasive

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501 Business English Exercises — Printable, photocopiable.
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More and more, corporations need to pursue strategic vertical integration, speaking with a single voice from the shop shelf right up to the CEO's office, even though this realignment might eclipse the latter's former preeminent role.

Correct answer: (a) eclipse

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Push' strategies give incentives to distributors and retailers to stock and push their products, but this metaphor rankles the received marketing wisdom of finding and satisfying a need, not imposing the product on the customer.

Correct answer: (d) rankles

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On the other hand, pull' strategies utilize consumer-directed techniques like sales promotions and advertising to stimulate demand in an effort to pull the product or the service through the channel to the consumer.

Correct answer: (d) promotions

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Pull and push strategies are not mutually exclusive; for example, an advertising campaign pointed directly at the consumer will be viewed by intermediaries, which will presumably bolster their confidence in stocking the product advertised.

Correct answer: (a) bolster

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The likelihood is that a vertically-integrated approach to communications will incorporate a blurring of the demarcation lines between the intermediary and the marketer.

Correct answer: (a) blurring

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However, the staff responsible for each kind of strategy are likely to work independently in most companies, and this situation is probably the main barrier to effective vertical integration of the sort envisaged by Chesterfield.

Correct answer: (b) envisaged

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Business English Practice Exercises Business English Tests — several topics are covered: office matters, job applications, computer English, money expressions, business law, operations management, retail marketing, e-commerce, accounting terms, contracts and agreements, commercial correspondence, etc.
You will be exposed to a wealth of authentic sample sentences that include a great variety of themes. This compact Business English Test Package is the only printable English test collection currently available on the Internet. It contains 501 Business English Exercises (10 questions per test plus answer keys).  Get your unique Business English Practice Exercises now!

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