A change in supply chain thinking, and also in marketing communications thinking is the move from push models of selling to pull models or combined push-pull approaches. The push model is illustrated by a manufacture who perhaps develops an innovative product and then identifies a suitable target market. A distribution channel is then created to push the product to the market. This situation is shown in Figure 6.3 (a) where it can be characterized by the statement ‘This is a great product, now who shall we sell it to?’ or the quip about the original model T Ford – ‘you can have any colour, so long as it is black’. The typical motivation for a push approach is to optimize the production process for cost and efficiency.