The Exchange Ralationship

The Exchange Relationship James E. Johnson Dr. M. Wright April 2, 2012 BUS 620 Although merchandiseing strategies for well-nigh mathematical crops or work whitethorn seem precise straight forward, in that location ar many products that atomic number 18 not easy to portion out to the general public. Ex angstromles of these products would be funeral services, medical procedures, criminal legal services, and plain an automobile. These services are difficult to sell because the node authentically does not always requirement to be a customer. How does a partys marketing management effectively urge an supplant kindred when it is not particularly worthy to last either a short-term or long-term consumer? To success in force(p)y market these products and services the marketing management team essential differentiate what impacts the win over relationship, and how best to civilize an exchange relationship that is successful, profitable, and sustainabl e. some(prenominal) of us may eventually need a product or service that is not desirable. Although as Mullins & carriage (2010) explain there are many less grassroots needs in life than wants, those needs are hardly a(prenominal) but necessary. They continue to say that the distinction betwixt the cardinal is that needs motivate a consumers behavior, whereas a want is the preference that satisfies a perceived need.

(Mullins & Walker, 2010) Converting the light of an unwanted product into a less desirable product may await a stronger marketing plan to develop customer serv ice, and intense trust with the customer. ! Developing a desirable exchange relationship for unwanted medical procedures may require an accession that does not dissect the system down to its sound parts. instead the focus of the approach should be to create a very personalized relationship of trust with the medical ease that uses tactical maneuver similar to creating a long-term customer inscription relationship. The staple fiber concept in the social exchange speculation is that the effect is directly related to the benefits...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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