资料：WordofMouthpromotionisbased-名校题库网

资料：Word of Mouth promotion is based on the principle of pull marketing.

Word of mouth （WOM） promotion is based on the principle of pull marketing. It relies on the transmission of a positive marketing message from person to person through conversation or a personal communication such as email or text message. Pull marketing gets consumers to bring other consumers to the product. In contrast, push marketing uses above-the-line promotional techniques to put products in front of consumers in order to generate sales.

Red Bull extensively uses pull marketing. This approach involves getting consumers excited about the product and conveying this excitement to their family and friends. It is also about trying to get coverage of Red Bull events in the press. This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales.

The founder of Red Bull used pull marketing to promote his original product in the 1980s. He hired a Red Bull Wings Team to go out and talk to people one-to-one about the product. This helps to create consumer interest in the product. As people experience the drink and appreciate its qualities, they become advocates for the brand. They share their opinions with other consumers when they talk with friends. The promotion therefore creates a ripple effect.

What is not true of pull marketing according to the passage?

A.word of Mouth promotion is based on the principle of pull marketing
B.it uses above the line promotional techniques
C.it gets consumers to bring other countries to the product
D.it relies on the transimission of positive message

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答案： B

本题解析：

本题考查的是细节理解。

【关键词】not true; pull marketing

【主题句】第1自然段In contrast, push marketing uses above-the-line promotional techniques to put products in front of consumers in order to generate sales. 相比之下，拉入式营销使用的是线上促销技术，将产品放在消费者面前，以产生销售。

【解析】本题的问题是“根据文章的内容，拉式营销不正确的是哪一项？”。选项A意为“口碑推广的基础是拉入式营销的原则”；选项B意为“使用线上促销技巧”；选项C意为“让消费者将其他国家带到产品中”；选项D意为“依赖于积极信息的传递”。根据主题句可知，线上促销技术是推式营销的营销策略，不是拉式营销的，故选B。