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Managerial Marketing Essay

1091 words - 5 pages

Incontinence Is a Hard Sell
There are people in the United States of America that live with incontinence. The Agency for Healthcare Research and Quality performed a study that revealed 13 million people live with incontinence for any number of reasons and not just related to age. (Agency for Health Care Policy and Research, 1996) The people who suffer from incontinence deserve to live normal lives. They need to have products that will protect their skin, avoid embarrassing situations, and be cost effective. Incontinence is a symptom of other disease people live with this situation on a daily basis. This is a market oriented product in which the consumer’s needs are a concern for ...view middle of the document...

” (Mullins & Walker, 2010, p. 17) This will help the marketing team specify the needs of each of the consumer groups.
The second step to developing exchange relationships is to entice customers to want the products offered by appealing to their needs. People who are incontinent do not necessarily want to have to consume incontinent products but they do need it. A marketing team that is in charge of the ultimate customer will appeal to the need to satisfy the social and emotional needs described as, “…critical to our psychological well-being, such as security, belonging, love, esteem, and self- fulfillment.” (Mullins & Walker, 2010, p. 7) The ultimate customer wants to live a normal life despite their incontinence so by fulfilling this particular need the consumer will give the product line value. The marketing group responsible for the organizational customer will consider the cost to their organization over the social and emotional need because as in any organization, the bottom line needs to be met. The perception of the product line by either of the customer base will determine the value of a product.
The next step is the product and the value of that product to the customer. Mullins and Walker define value as, “…a function of intrinsic product features, service, and price, and it means different things to different people.” (Mullins & Walker, 2010, p. 11) For either customer base, it is important to know what they are getting for their money. The perception they have about the products will determine whether it is valuable to them or not. The products need to satisfy their needs in order for it to have value. Both customer bases are looking for leakage proof from the undergarments, odor control, and ability to perform activities of daily living. (The Caregiver’s Marketplace, 2011). The marketing teams for both customer bases need to keep this fact in mind in order to increase the value the consumers will place on the product line. Cost also plays a factor in the value of a product. The Caregiver’s Marketplace states, “In most cases, the cost of incontinence products is not reimbursable by private insurance or Medicare. As a result, either the patient or the caregiver has to shoulder the entire financial burden.” (The Caregiver’s Marketplace, 2011) The marketing groups for both the ultimate customer and...

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