Market Orientation, Selling Complex Products - Essay Example

Marketing and advertising should be based on a 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 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 a loss for the firms that are unable to spread awareness of their existence appropriately.

In the 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, offense, or outrage when mentioned or openly presented (p.289).

Despite these challenges, such services can be sold by adopting distant approaches. Advertising about the provision of funeral services can be done through brochures, banners, posters, audio, etc. Although it is a 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 funeral services, 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, homes for the elderly, etc. When marketing or selling funeral services, it is important to establish a position as a trusted partner who can assist clients in the right manner in times of great need.

By providing free information, funeral services can at least spread 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, and brand of the company and keep the information related to the service more subtle to avoid sending out messages that might offend the public. Secondly, the personnel dealing with these services must be specially trained in the delivery of the services so that they are sought again when the need arises. This is extremely sensitive because the family or individuals seeking funeral services would be emotionally down at the time, and hence should be treated sensitively and appropriately. Good or appropriate service can be a potential business opportunity in the future. Funeral service companies can probably focus on the cost factor as well because funeral services are becoming very expensive. Providing the services at reasonable or slightly lower prices can be potentially beneficial for gaining more business, especially when dealing with the elderly and/or in relationships with hospice/health care services.

In conclusion, selling complex products/services such as funeral services is more complicated than other products/services and would require non-conventional approaches. These products/services cannot be hyped through flashy advertisements to attract customers, but need to spread awareness through the information of the services provided. In addition, these services should be dealt with subtly and sensitively so that the personnel does not seem offensive or insensitive to the customers’ feelings/emotions. Read More