Author Question: Discuss the primary marketing challenge associated with heterogeneity and the possible solutions to ... (Read 36 times)

bcretired · **on:** Jun 28, 2018

Discuss the primary marketing challenge associated with heterogeneity and the possible solutions to address this issue.

Question 2

In the context of a buyer-seller relationship, which of the following statements is true of trust?
A) The salesperson defines it in the relationship.
B) It was more important in traditional selling than it is in today's relationship selling.
C) A salesperson has to determine what it means to each of his or her buyers.
D) It is earned when a salesperson believes a customer will make a purchase.
E) It is the extent of a salesperson's confidence in a buyer's integrity.

raenoj · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

The primary marketing challenge associated with heterogeneity is that service standardization and quality control are difficult to achieve.
Possible solutions to address this issue are as follows:

Pursue a standardization strategy:

Extensively train providers so as to reduce variability.

Replace human labor with machines.

Pursue a customization strategy.

The tradeoffs associated with customer preferences with standardization and customization include price, speed of delivery, and consistency of performance.

Answer to Question 2

C