The Ethics of Home Improvement Services - Assignment Example

2. Why might Joel’s sales technique be considered manipulative?

Joel’s use of the foot-in-the-door technique may be considered manipulative because he begins by proposing a small request to Don, which he is sure that Don cannot decline. Don is committed to maintaining his home and he would benefit immensely from the inspection of his roof by an expert. Therefore, he easily gives in to Joel’s request. However, Joel utilizes Don’s compliance to manipulate him further so that they can discuss the roof’s condition and that he may introduce his company’s offer. Without a doubt, Joel calculates his moves effectively to ensure that Don easily closes the deal allowing the company to replace his roof (p. 342). Without a doubt, Joel uses the technique to evoke the emotions of Don a factor that may contribute to him accepting the offer blindly. As Chapter 16 highlights, manipulative sales representatives are more likely to use this technique.

3. In the context of this marketing situation, can the argument be made that Don is a “vulnerable” consumer?

Chapter 16 gives attention to vulnerable consumers, but highlights that the vulnerability of consumers may be defined in various ways. The chapter reveals that elderly consumers are more likely to exhibit high levels of vulnerability, which is exploited by sales representatives. If a sales representative recognizes that a consumer is vulnerable, he or she takes the advantage of such vulnerability and influences their purchasing decisions. From a superficial point of view, Don seems to be a vulnerable consumer because of the value he attaches to his home and the commitment he has to maintain his home in perfect condition (p. 343). However, a deeper analysis of the situation reveals that he has little knowledge about roofing and that he is unable to inspect his roof regularly. His lack of sufficient knowledge about Roofing serves as a point of vulnerability. However, the fact that he is willing to seek a second opinion from a close relative, highlights that he cannot be classified as vulnerable, because his case is not to the extreme. 

4. Does Don have a “true” need? Or is Joel creating an artificial one?

Don has exhibited concern about the status of his roof after Joel’s inspection. His commitment to maintaining the home in a proper condition explains why he exhibits such concerns. However, his real need is to be confident that he is taking the right measures in the maintenance of his home (p. 342). The need introduced by Joel of replacing his roof with new shingles is an artificial one that he creates and does not reflect Joel’s true need. Therefore, their professionalism of Joel is highly questionable.