Push Pull Push Vs. Pull Professional Writing

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No one specific type of shoe was 'pushed' with a marketing campaign.

Pull marketing is often used in products that tap into a certain 'lifestyle' component, such as fashion, beauty, and makeup. Customers purchase an image as well as the item itself. Even Whole Foods, the organic supermarket, uses pull-based strategies. Consumers are less drawn to the (expensive) food store for specific deals or even specific items. Rather, they come seeking a certain moral 'ethos' in terms of the way the company markets its product. Push-based products, such as investment services or hospitals, base their appeal upon trust, rather than a demonstrable, tangible item or short-term savings 'payoff.'

Describe the transition from push to pull: Process and an example of a successful transition

Almost all companies begin as 'push' companies. However, they may find that a more pull-based strategy is fruitful, once they have built some rudimentary brand awareness. A good example of a push-to-pull transition is that of the Apple Corporation. When the Mac was born, long ago in the 1980s, the company emphasized its value for the consumer in terms of its physical components: a personal computing device was a useful item to have for word-processing. Mac distinguished itself from PCs by stressing its specific, user-friendly added value as a product.

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This began to shift with the introduction of the iPod. Being an Apple consumer became more about embracing a certain 'cool' ethos, rather than the improved quality of Mac products. Apple offered its more expensive products in an array of sleek, custom-colored designs. It used its famed secrecy to create hype for the introduction of new products such as the iPhone and the iPad. Its 'informational' website generated a constant product buzz of excitement amongst pro-Mac bloggers. Recently, many individuals bought the iPad with little idea of what value it could add to their personal computing experience: they simply wanted to be a part of the next 'new thing' created by Apple.

Apple's transition to pull-based marketing is exemplified in its anti-PC campaign, which personifies its main competition, the cheaper PC, as a bespectacled 'dork' in contrast to the cool, hip, and urbane Mac user. Why a PC is dorky or what is meaningful about associating a computer with a type of person is not clear, but the advertisement allows all individuals who purchase Macs to congratulate themselves for embracing a certain kind of modern, techno-friendly image......

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