When A Salesperson Calls You To Sell A Cemetery Plot, This Is Most Likely What Type Of Product?
A. unsought product
B. shopping product
C. convenience product
D. line extension
E. secondary product
The Correct Answer Is:
A. unsought product
The correct answer is A. unsought product. To understand why this answer is correct, we need to delve into the different types of products and why a cemetery plot falls into the category of an unsought product.
A. unsought product
An unsought product is a type of product that consumers typically do not actively seek out or think about until a need arises. These products are not part of our regular shopping lists, and consumers often do not have prior knowledge or interest in them.
Instead, they are products that are sold through proactive marketing efforts, such as telemarketing or direct sales, to create awareness and generate demand when the need arises.
In the case of a cemetery plot, it is a prime example of an unsought product for several reasons:
i. Low Purchase Frequency: Cemetery plots are not something people purchase frequently. In fact, most individuals do not actively plan for their own burial or the burial of a loved one until the need arises due to a death in the family.
ii. Lack of Active Demand: Consumers generally do not have an ongoing interest in cemetery plots. They are not part of everyday shopping, and people typically do not seek them out unless a specific need arises.
iii. Complex Decision-Making: Choosing a cemetery plot involves various considerations such as location, pricing, size, available services, and personal preferences. This complexity often necessitates a salesperson’s involvement to explain the options and guide the decision-making process.
iv. Proactive Marketing: Salespeople make unsolicited calls to potential customers to promote cemetery plots and create awareness about the product. This proactive marketing approach is characteristic of unsought products.
Now, let’s explain why the other options are not correct:
B. Shopping product:
Shopping products are items that consumers actively seek and compare based on features, price, quality, and other attributes before making a purchase decision. Examples of shopping products include clothing, electronics, and furniture.
A cemetery plot, on the other hand, is not a product that people actively shop for or compare with other options on a regular basis. Instead, it is a unique purchase that is usually made in a more emotional and specific context, such as when a loved one passes away.
C. Convenience product:
Convenience products are everyday, low-involvement items that consumers purchase with minimal effort. These are typically items like toothpaste, snacks, or household supplies.
Cemetery plots do not fall into this category because they are not purchased frequently, and they require significant consideration due to their emotional and personal nature. Additionally, purchasing a cemetery plot is not a routine or habitual activity.
D. Line extension:
A line extension involves introducing a new product or variation of an existing product within the same product line. For example, if a company that sells cars introduces a new model with additional features, that would be considered a line extension.
A cemetery plot is not an extension of any existing product line. It is a distinct and separate category of product, unrelated to other consumer goods or services offered by a company.
E. Secondary product:
Secondary products are items that are purchased in conjunction with a primary product to enhance its use or provide additional value. For example, purchasing accessories like a phone case or screen protector along with a smartphone would be an example of buying a secondary product.
Cemetery plots do not have secondary products associated with them. They are standalone purchases that do not require additional items for their use.
In summary, a cemetery plot does not fit the criteria for any of the options other than “unsought product.”
Its unique characteristics, including infrequent purchase, lack of active demand, complex decision-making process, and the need for proactive marketing efforts, distinguish it from shopping products, convenience products, line extensions, and secondary products. This reinforces the classification of a cemetery plot as an unsought product