Which marketing concept is described by pulling demand through consumer-oriented activity?

• A. Product orientation
• B. Pull marketing
• C. Push marketing
• D. Sales orientation

Answer: (B)

Pull marketing is about creating demand by appealing directly to consumers, so that their interest and requests pull the product through the distribution channel. This consumer-oriented activity—advertising, branding, information that makes people want the product—leads retailers to stock the item because customers are asking for it.

This is different from product orientation, which focuses on the product’s features and assumes customers will buy based on those merits. Push marketing tries to move the product through the channel by promoting to intermediaries like wholesalers and retailers, rather than stimulating consumer demand. Sales orientation emphasizes selling what’s available, often through aggressive selling tactics, rather than aligning with actual customer needs and demand.