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:

Primary Responsibility

The main duty or obligation that an individual or organization is expected to perform or fulfill.

Participative Procedure

A method or process that involves the input and active participation of all stakeholders or members in decision-making or problem-solving.

Formal Procedure

A set of established forms or methods for conducting the affairs of an organization or achieving a specific objective.

Empowerment

The process of giving individuals or groups the authority, resources, and confidence to take control of their own actions and decisions, typically aiming to increase their effectiveness and autonomy.