Western Governors University (WGU) MKTG2150 D174 Marketing Management Practice Exam

A pull strategy is primarily focused on driving consumer demand directly. This approach is characterized by engaging consumers through marketing efforts that encourage them to seek out a product or brand actively. By creating strong brand awareness and a desire for the product among consumers, companies aim to pull customers through the distribution channel. This can be achieved through various means such as advertising, promotions, and public relations, which all serve to stimulate consumer interest and demand.

In contrast, approaches like encouraging retailers to stock products or implementing intense manufacturer promotions focus more on influencing the distribution side of the marketing equation rather than directly motivating consumer demand. Additionally, while expanding market reach may be an important aspect of overall business strategy, it does not inherently define a pull strategy, which is more about how consumers interact with the brand or product itself. Therefore, driving consumer demand directly is the essence and strength of a pull strategy, making it the correct focus in this context.