Clairol Corp

question 330

Multiple Choice

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.

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Definitions:

Surplus

An excess of production or supply over demand, often resulting in a decrease in prices.

Equilibrium Price

The rate at which the supply of products aligns perfectly with the demand for these goods.

Quantity Demanded

The amount of a good or service consumers are willing and able to purchase at a given price level, during a specified period.

Quantity Supplied

The volume of goods or services that manufacturers are ready and able to supply at a specific price point within a set duration.