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1.)

Both push and pull strategies are used to help marketing channels sell and promote their products and notify wholesalers and consumers that an offer exists and that there's a good reason to buy it. The push strategy is used by manufactures by convincing wholesalers and retailers (and more) to sell their product; for lack of a better word, they 'push' their product(s) onto consumers or channel partners through ads and promotions. The pull strategy, in contrast, focuses on implementing a strategy that draws consumer interest in your brand or product(s) so that businesses want to sell it due to the demand for it. While for different purposes or different companies one strategy might work better, objectively, the pull strategy isn't inherently superior to the push strategy (or vice versa). The differences, and benefits, to each strategy is relevant to the product, the company, and their plan, both for themselves and for the product. The pull strategy can help companies aim to build their brand name, which draws customers towards them, and in the long run this creates a strong image or brand value and builds the demand for their product in the market. The push strategy can be used, more beneficially, in situations where they are trying to quickly introduce a product into the market and don't care much for retention or brand value attached to it. For example, if a company is trying to quickly sell a product the pull strategy would take longer opposed to the push strategy; but if the plan is to build a brand name and they decide to use a push strategy then it might not work because customers won't feel the same level of value or connection with the brand, so then it would be better to opt for a pull strategy. As I mentioned before, the pull strategy isn't superior over the push objectively, but subjectively, I do think it's more beneficial in the long run and generates better results by creating the demand for your product, and it would be even better for the company or business to use both strategies, if applicable, to sell their product.

An example of a successful pull strategy would be how Nike is able to generate immense buzz and appeal to the market. Nike will sell out, with both consumers and resellers racing to purchase a new pair of Jordans when they drop or a new collection they release. Because of the fact that they generate so much consumer fanfare, they have successfully used the pull strategy by proving that there is a demand for their products in the market.

2.)

Whether a company be a one person operation or one that employs thousands of people and generates billions in sales, all are in business to serve the needs of markets. In order to acheive this, these companies must be assured that their products are distributed to their intended markets. Most producing and manufacturing firms are not in a favorable position to perform all the tasks that would be necessary to distribute their products directly to their final user markets. In many instances, it is the expertise and availability of other channel institutions that make it possible for a producer/manufacturer to even participate in a particular market.Distribution channel members like Walmart and Target may have disproportionate influence ondistribution network decisions because they serve millions of customers and are rather successful at it.Walmart and Target would be considered channel leaders because they usually get what they want whenit comes to deals. These companies have the marketing power and brand recognition to sell amanufacturer's product in great volumes, but there are only so many spots on the shelf. These channelmembers have leverage in decisions because they are aware it is a big opportunity for manufacturer's tohave their products on Walmart or Target's shelves.Not only can channel members like Walmart and Target provide a product to an audience of millions, butthey can also transport these products, too. Specifically, Walmart has their own trucks to transportgoods that will be sold at their stores. They can even disintermediate by purchasing straight from themanufacturer, thus no longer needing to pay for a broker or other channel member.