Marketing a Tough Sell

Marketing a Tough Sell

Reginal Roby

BUS 620

Managerial Marketing

May 9, 2011

Marketing a Tough Sell

Exchange is a communicat6ion process we all go through everyday whether it is verbal, written, or a physical interaction. Bagozzi (1979) states, “exchange involves “a transfer of something tangible or intangible, actual or symbolic, between two or more social factors” (cited in the Journal of Marketing, 1987, p. 4). The exchange relationship is characterized as a reciprocal process where both parties gain something of value from an obligation to give and receive. Marketing plays a vital role in the exchange relationship by encouraging the exchange process itself and allows us to preview a product or service before making a transfer. Marketing strategies are not always persuasive and have the possibility of detouring a consumer from a purchase. It becomes very complex due to human dynamics and must be adjusted to fit the needs of consumers. A company must understand how to effectively market products that satisfies consumers and organizational needs.

Issues Facing a Tough Sell

You cannot apply the same style of communication in every situation. You must get to know to know the people in your organization and how they respond to different styles of communication, as with marketing. Depending on the specifics of the product or service and the target customers; an appropriate strategy must be applied that reaches the psychological awareness of consumers. According to Mullins & Walker (2010), consumer buyer behavior is influenced through personal characteristics and social influences (p. 300). When making a tough sell, you have to consider the psychological factors influencing consumers and the ability to effectively communicate. These factors determine how consumers will respond to your product and how much customer value can be gained.

Psychological Influences

When encountering an exchange, consumers will reflect upon their needs, benefits sought,...