The Exchange Relationship: From not an Easy Sell Product
Rahul Parikh
BUS620: Managerial Marketing (MAC1125A)
Erich Randall
June 17, 2011.

The Exchange Relationship: From not an Easy Sell Product

According to Mullins and Walker (2010, p.12, para 7), “Market consist of (a) individuals, and organizations, who (b) are interested, and willing, to buy a particular product to obtain benefits, that will specify a specific need or want, and who (c) have the resources [such as] (time, money) to engage in such a transaction.” “People have different needs, wants, and resources, [so] the entire population is seldom a viable market for a single product or service” (Mullins & Walker, 2010, p.13, para 1). Hence, “Market for a given product is fragmented into several distinct market segments, [and] each segment contains people, homogenous in their needs, want, and product benefit they seek” (Mullins & Walker, 2010, p.13, para 2).

According to Tillinger (2008, May 8), “Not every product is an easy sell, [and] there are certain items, and products, which require a bit more effort, and creativity, [in] the process of selling [to customer, who does not want to be a customer]” (Tillinger, 2008, May 8). According to Tillinger (2008, May 8), the key is “Creativity, and understanding, the customer’s perspective are important, when trying to sell [such] products.” Companies marketing product that may not be an ‘easy sell’ face certain issues, and “strategic marketing management involves a seller trying to determine [these issues] in an effort to determine the target market” (Mullins & Walker, 2010, p.13, para 3), and these issues are:
1) Which customer needs, and want, are not satisfied by competitive product offerings? 2) How desired benefits, and choice criteria, vary among potential customers, and how to identify the resulting segment by demographic