Which promotional approach focuses on obtaining the full support of channel members?

The promotional approach that focuses on obtaining the full support of channel members is known as pushing. This strategy is designed to encourage intermediaries, such as wholesalers and retailers, to stock and promote a product, ultimately moving it through the distribution channel to the end consumer.

In a pushing strategy, manufacturers often provide incentives, promotional tools, and support to channel members to motivate them to sell more of their products. This includes trade promotions, discounts, and sales training, which are all designed to enhance the retailer's capability and motivation to promote the product actively.

The goal of pushing is to create a strong presence of the product on store shelves and drive sales through retail channels. By fostering good relationships and offering the necessary support to intermediaries, manufacturers can effectively increase product availability and sales velocity. This distinguishes the pushing strategy from other marketing approaches, such as pulling, which focuses on generating consumer demand that "pulls" the product through the distribution channel.