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Deception in Marketing

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Introduction

Deceptive marketing is that where a company or a group makes an advertisement about their products and include details that are false or withhold some information o the same which is crucial to the customer so as to bolster their sales or product demand in the market. This decision will automatically affect the rate of purchase of the product in the market as it creates a good image of the product and fits the customers’ bill in relation to what is required (Bangert et al, 2002).

Types of marketing deception

There are many types of deception in marketing and this depends on what is being included or exclude in the content of the product for example it may be the lack or failing to disclose a few details on the product like the content, end result or side effects, the next possible exclusion may be the fact that the supposed research in term of consumer intake  inadequate or incorrectly states,  the other is the product or service to be sold maybe displayed in manner that may be either discrediting to any rival product in one way or the other.

Bangert et al (2002) observe that the failure to disclose is a form of deception where the producer or manufacturer of a product will fail to notify and inform the public about details of the product which is very crucial for the consumer to know by this they for example liken the effects of the product t o another product in the market but exclude mentioning the fact that their other effects of their products that are slightly variant from the rest hence this results in the consumer being cheated. Discredit of another product is a way of deception that other manufacturers use in trying to push their own products in the market by this they make the competition look flawed or of low quality and by this the end result is that the consumer will turn to their product irrespective to the fact that the same flaw may also be found in their product and maybe the proclaimed flaw may at the same time be false. The other method of deception is through giving false output or research on the product and this may be based on false data or that which has not been proven scientifically, for example products efficiency may be put at a percentage that cannot be proven or which isn’t true but based on mere speculation. This kind of deception based on untrue or research which isn’t factual is illegal and the use of the same if discovered is liable to legal action.

According to Bangert et al (2002), the marketing can deceive people in that due to the fact that the authorities have been put in place to ensure products out in the market are of the right standards. Due to this fact they expect all this products to meet all the expected criteria and not give false information on anything. Hence they believe the information given by the manufactures in relation to what they are looking for in the product hence the deceit especially now that very few can know or tell if the information given is false as they don’t have relevant skills or knowledge or resources to test or examine. At the same time people should not be liable to the deception as they have the moral authority to consult an expert on which is the product of choice or quality before purchasing. This is due to the fact that some products need prescription first and pleading ignorance is not an excuse good enough.

In the health care field it’s even worse due to the fact most consumers tend to trust medical practitioners and everything they are told is always followed to the letter especially if they are sick and hope to get well. By this fact alone the health care providers may opt for options that tend to give them the best returns financially. In this case either they have been given incentives to recommend a certain drug by the parent manufactures or give the more expensive option instead of going for the best alternative in terms of efficiency and cost. Through the giant pharmaceuticals manage to produce drugs each year that have far reaching consequences for the consumer and this sometimes is due to lack of enough clinical trials resulting in a situation when its discovered years later after affecting millions of lives and after which its  banned (Bangert et al, 2002).

Personal Sales Process

The first step in any sales process is to be friendly, this gets you audience. This is followed by determining what the customer wants. After getting to know the customers preference, hand him or her product and by this if the client accepts it increase the chances of buying and if it can’t be held, use an alternative like a purchase form (Bangert et al, 2002). The next step while client is still holding the product as questions that favor the purchase and which will have a positive response. The intent of this is to create a positive mood for negotiation. If it goes well through the negotiation is close the deal by selling the product and finally after the sale is completed, give all the necessary assistance in terms of use of the product and any other queries the client may have and after which you can give your appreciation and then proceed to the next client but ensure no queries are left before proceeding to the next one. The process is very crucial in marketing due to the fact its when the products are sold at this stage and the point of marketing it get sales hence this is the prime point and target.

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