Question

Denise works as a direct seller for Avon. She is determined to sell as many products to as many people as possible. Although she generally has a good relationship with customers, she has been known to be overly aggressive in trying to sell products. She often convinces consumers to purchase more expensive products even after they say they are not interested. As a result of Denise's high sales, she has become a top performer.

Recently, however, Denise's sponsor has been informed of complaints that customers have levied against Denise accusing her of "badgering" them into buying products. The sponsor meets with Denise and tells her it is unacceptable to pressure consumers into purchasing items they do not want.

Which variable of the marketing mix does this issue involve?
a. Price
b. Promotion
c. Production
d. Relationship marketing

Answer 1

This issue involves relationship marketing.

Step-by-step explanation:

Relationship marketing focuses on long term relationship with customers in order to generate long term benefits than focusing on short term benefits.

Though Denise is making a lot of sales and is a "top performer", she is gradually destroying the future prospective benefits to be gained from the consumers since they are complaining about her "badgering" them.

In the long run consumers may not purchase her items anymore which will reduce sales and even get the company out of business.

This fact that it gives long term benefits gives it an advantage the marketing method Denise is using.