The Elasticity between Marketing techniques

All the while I had interpreted ‘PUSH’ and ‘PULL’ quite differently. In the internal marketing context ‘Push’ meant to thrust processes and services down to the employees and ‘Pull’ meant to woo the employees’ confidence and pampering them, thereby winning their approvals. Yesterday I had learnt a new dimension of these two words. ‘Push’ meant that a company floated certain core offerings into the market. The uncertainty here is this: who is the market or what defines the market? A ‘pull’ meant that the market had to be studied to search for needs, immediate and latent, and the uncertainty revolved around the question: what will my business be?

Simply put, The ‘Push’ strategy of marketing has ‘business imperative’ as the focus, and like a rushing waterfall, the products/ services are ‘opened out’ to a selective market. Think of the ‘Pull’ strategy of marketing as a water pump where ‘customer needs/wants’ draw businesses to create products/services based on their needs. ‘Push’ is tilted towards the business offerings and ‘pull’ is tilted towards customer needs.

Again there is an elasticity even between these seemingly opposing thoughts. Sometimes businesses push their offerings, but if they find that the selected market isn’t receptive about certain portions of the offering, they ‘tweak’ the offering to suit their needs, thereby making possible an intrinsic ‘Pull’ within the ‘Push’ strategy. Some other times, the market needs are vast and varied and though products/service offerings are based on market demand, a generic variant of the service is offered to minimize costs and thus ‘pushed’ into the market. This is then an intrinsic ‘push’ within a ‘pull’ strategy.
Thus these two methods are similar to like-poles in a compressed magnetic field. Even when businesses begin, they witness the universality of such an elasticity not knowing what to begin with – what is wanted by whom or who wants what. Well, after all, we are still living with the chicken and egg problem, aren’t we?
The Elasticity between Marketing techniques