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Market Orientation - Essay Example

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Running head: marketing. Market Orientation Products that are not an easy sell, referred to as complex products, pose challenges for the business in making profits and sales. Such products would require non-conventional marketing and advertising in order to sell…
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Download file to see previous pages In such cases, marketing and advertising should be based on strategy different from the traditional approach (Mullins & Walker, 2010). Considering the case of funeral services, a business proposition that has gained widespread acceptance worldwide, still seems to be a taboo when it comes to marketing and advertising. Although human beings acknowledge the fact that death is inevitable, no one would eagerly wait or plan for it in advance, or even think about death. The Federal Trade Commission (2004) defines funeral services as services used to care for and prepare bodies for burial, cremation, or other final disposition; and, services used to arrange, supervise, or conduct the funeral ceremony or final disposition of human remains (Complying with the funeral rule, 2004; p.2). Without marketing the services, organizations providing these services will not be able to survive. However, marketing and advertising these services is very difficult as it might seem offensive to the general public. Moreover, in this business, services are sought only when the need arises. The need is accompanied by many other deeper emotions, which could potentially suppress the buyers’ choice of company. This would again mean loss for the firms that are unable to spread awareness of their existence in the appropriate manner. In marketing sphere, advertising such products/services are commonly referred to as controversial advertising as they deal with socially sensitive issues. Such services have legal restrictions on advertising and portrayal. Waller (1999) points out that these products are faced with reasons related to delicacy, decency, morality, or even fear of distaste, disgust, offence, or outrage when mentioned or openly presented (p.289). In spite of these challenges, such services can be sold by adopting distant approaches. Advertising about provision of funeral services can be done through brochures, banners, posters, audio etc. Although it is good idea to make these advertisements impersonal or rather only information providing medium, it would be a better idea to make points that touch human emotions in the right manner. These advertisements must be more empathetic than sympathetic. In this sense, cognitive positioning that addresses the problems or solutions of the situation in which these services may be needed would give an empathetic perspective. To market about funeral services, the business owners cannot expect potential customers to walk up to them or start looking out for one. Hence, it becomes the onus of the business personnel to reach out to people where they can find potential for usage of their services. These could be hospice care centers, rehabilitation centers, florists, home for the elderly etc. When marketing or selling funeral services, it is important to establish a position as trusted partner who can assist the clients in the right manner in time of great need. By providing free information, funeral services can at least spread the awareness of their presence and their services which can be used when the need arises. The way this information is spread makes a lot of difference to the business. For example, when spreading information through brochures, video, audio etc, it is important to emphasize the name, logo, brad of the company and keep the information related to service more subtle in order to avoid sending out messages that might offend the public. ...Download file to see next pagesRead More
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