Marketing to the hard sell assignment

Therefore even with a trade credit It Is not worth the upgrade cost. Spangles (2010) writes ‘ The ACTA/Nielsen study found the most molly cited reasons for lack of interest in purchasing a DTV include the cost of the set (68%), having to wear the AD glasses (57%) and not enough AD programming (44%)”. The exchange relationship when it comes to AD Television is not about whether or not consumers want to buy or even the selection of a better target exchange relationship The relationship differs when it comes to funeral products and services.

The consumer in this situation does not want to be a consumer; devastating circumstance has brought them to a place of need therefore, the greatest impact in this exchange relationship is emotion. Companies who deal in such capacities should approach this relationship with caution. Those workers dealing directly with the consumers in this case are on the front line of the company’s marketing strategy. In many cases these consumer lack knowledge of the products and services being offered, and perhaps too emotional to care, which makes for a time to take advantage of a consumer.