Marketing To The Hard Sell Essay Example

affects the automotive industry.

According to marketing professor Stephen Hoch (2008), retailers face challenges when consumers hesitate to buy a new product if they already own a similar functioning one. The automobile industry can tackle this issue by offering to trade in the customer's existing car, which can be resold and potentially yield some profit for the auto sales company. However, selling televisions is not as straightforward. Unlike transportation, a new television is not essential for the majority of individuals.

Despite having a trade credit, the cost of upgrading makes it not worth it. According to Spangler (2010), the most commonly mentioned reasons for lack of interest in purchasing a 3D TV include its high cost (68%), the need to wear 3D glasses (57%), and inadequate 3D programming (44%). The exchange relationship regarding 3D Television is not about consumers' desire to buy or choosing a more suitable target market; rather, it is solely due to the fact that the cost outweighs consumers' preferences.

The exchange relationship is influenced differently when it comes to funeral products and services. The consumer, in this case, does not see themselves as a consumer but as someone in need due to the distressing circumstances. Consequently, emotion has the greatest impact on this exchange relationship. Companies operating in this industry should handle this relationship with caution. The employees who directly interact with consumers play a vital role in the company's marketing strategy.

The text highlights the vulnerability of consumers caused by their limited knowledge and emotional reactions to products and services, which can be exploited. Nonetheless, it is essential for companies to handle such situations with

caution, care, and concern. According to Mullins (2010), exchanges are vital for both individuals and organizations to benefit from economic growth by enhancing specialization and productivity. However, these exchanges do not occur automatically and not all of them result in a mutually satisfying long-term relationship.

Even though there is a reluctance to engage in consumer buying funeral services, these services are still necessary. Due to the lack of marketing efforts in this industry, sales representatives play a crucial role in creating a positive experience for customers. This act can be considered a form of marketing and helps foster a mutually satisfying and potentially enduring relationship. Furthermore, word of mouth advertising holds great importance for companies serving hesitant customers.

In a weak economy, it can be challenging to market a product to the right consumer, especially if they have no interest in the product. Both parties involved in the exchange relationship consider cost crucial, and meeting customer needs is essential. Companies encounter various obstacles when attempting to identify and anticipate consumer needs, desires, and willingness to pay for difficult-to-sell products.