Making Undesirable Products or Services Appealing

Making Undesirable Products or Services Appealing

Edwin Romero

Ashford University

BUS620: Managerial Marketing (NAC1202A)

Dr. David Kalicharan

January 16, 2012

Abstract

Making Undesirable Products or Services Appealing

With today’s technology evolving rapidly, it can become hard to try to catch up in producing a product or service that will meet consumers’ needs. What was new becomes old quick. Because technology changes rapidly, major retail companies now have buy-back programs, where the retail company will trade a product that was recently in the market to a newer version, usually within a two-year time span. If a service does not get upgraded to the expectation of the consumer, the consumer finds someone that can provide what they want.

So, what happens if your products or services are becoming obsolete or undesirable? Make them desirable once again. Like Noxeema Jackson told Bobby Joe before going out on a date in the movie “To Wong Foo, Thanks for Everything, Julie Newmar,” “If you want to let them know that there is steak for dinner, you got to let them hear it sizzle!” Make what you have desirable through presentation. You make your target population, or consumers, hear it sizzle through an aggressive marketing program that is geared to get those consumers to come back and continue buying your product or service, and loyalty of coming back for your product or service.

The advantage in having a product or service that people have used is that it has been already marketed and it already has been used and bought. Therefore, there has been experience from the company in getting the consumers, and the consumers have experienced the company through the product or service. What if the product or service your company has cannot be easily marketed? If consumers have a true need for it, they’ll eventually get it from wherever they can. The Internet has made things availability easier for consumers to buy products or services...