Clairol Corp. is introducing a new brand of shampoo in a highly competitive market. Wholesalers might be willing to handle the new product, except that retailers are already complaining about overcrowded shelf space. Therefore, Clairol has decided to spend $10 million on TV advertising and send free samples to 3,000,000 households to convince consumers of the new product's superiority--and to get them to ask for it at their retail store. Clairol is using:
A. dual distribution.
B. a "pulling" policy.
C. direct marketing.
D. a "pushing" policy.
E. a sampling distribution.
Answer: B
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Marketing
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