<P> In consumer markets, another key strategic level decision is whether to use a push or pull strategy . In a push strategy, the marketer uses intensive advertising and incentives aimed at distributors, especially retailers and wholesalers, with the expectation that they will stock the product or brand, and that consumers will purchase it when they see it in stores . In contrast, in a pull strategy, the marketer promotes the product directly to consumers hoping that they will pressure retailers to stock the product or brand, thereby pulling it through the distribution channel . The choice of a push or pull strategy has important implications for advertising and promotion . In a push strategy the promotional mix would consist of trade advertising and sales calls while the advertising media would normally be weighted towards trade magazines, exhibitions and trade shows while a pull strategy would make more extensive use consumer advertising and sales promotions while the media mix would be weighted towards mass - market media such as newspapers, magazines, television and radio . </P> <P> Distribution of products takes place by means of channels to become available on markets, in stores or in webshops . Channels are sets of interdependent organizers (called intermediaries or distributors) involved in making the product available for consumption to end - user . This is mostly accomplished through merchant retailers or wholesalers, or in international context by importers . In certain specialist markets, agents or brokers may become involved in distribution channel . </P> <P> Typical intermediaries involved in distribution include: </P> <Ul> <Li> Wholesaler: A merchant intermediary who sells chiefly to retailers, other merchants, or industrial, institutional, and commercial users mainly for resale or business use . Wholesalers typically sell in large quantities . (Wholesalers, by definition, do not deal directly with the public). </Li> <Li> Retailer: A merchant intermediary who sells direct to the public . There are many different types of retail outlet - from hypermarts and supermarkets to small, independent stores . </Li> <Li> Agent: An intermediary who is authorised to act for a principal in order to facilitate exchange . Unlike merchant wholesalers and retailers, agents do not take title to goods, but simply put buyers and sellers together . Agents are typically paid via commissions by the principal . For example, travel agents are paid a commission of around 15% for each booking made with an airline or hotel operator . </Li> <Li> Jobber: A special type of wholesaler, typically one who operates on a small scale and sells only to retailers or institutions . For example, rack jobbers are small independent wholesalers who operate from a truck, supplying convenience stores with snack foods and drinks on a regular basis . </Li> </Ul>

Which of the following is a key factor in the distribution strategy for services