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Reading Expert 3(2020)
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Reading Expert 3(2020)
UNIT 11 - READING 1 Marketing Strategies
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UNIT 11 - READING 1 Marketing Strategies
In psychology, the term "compliance" refers to changes in behavior caused by the actions of another person. In business, sellers sometimes use marketing strategies designed to create compliance in buyers. One such method is the foot-in-the-door technique. It involves making a small request that buyers are likely to agree to. This is followed by a larger request, which is the actual goal of the seller. For example, a salesperson might ask, "May I ask which mobile carrier you use?" After you agree, the salesperson will try to persuade you to switch to a different company. It is believed this technique works because people would like to be consistent — once they agree to do something, they want to continue being agreeable. The door-in-the-face technique is similar but works in reverse. The salesperson starts with a big request that is likely to be rejected. This is followed by a more reasonable request, which is the seller's intended goal. For instance, a buyer at a flea market might ask the price of a used laptop. The seller will respond with a ridiculously high price. When the buyer refuses, the seller will drop the price dramatically. Compared to the first price, the second deal seems more reasonable, so the buyer accepts it. The guilt that the buyer feels for rejecting the first offer also helps this technique work. Finally, the that's-not-all technique involves making a request but then presenting additional persuasive information before the buyer can respond. For example, after giving the price of the latest model, a smartphone salesperson might say, "But wait!" "There's more!" At this point, an additional product, such as a pair of wireless headphones, will be added to the original offer at no extra charge. Even if the buyer has little interest in the additional product, its inclusion makes the original deal more attractive. Understanding the concept of compliance and how to obtain it from consumers can help businesses succeed.
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1 In psychology, the term "compliance" refers to changes in behavior caused by the actions of another person. 2 In business, sellers sometimes use marketing strategies designed to create compliance in buyers. 3 One such method is the foot-in-the-door technique. 4 It involves making a small request that buyers are likely to agree to. 5 This is followed by a larger request, which is the actual goal of the seller. 6 For example, a salesperson might ask, "May I ask which mobile carrier you use?" 7 After you agree, the salesperson will try to persuade you to switch to a different company. 8 It is believed this technique works because people would like to be consistent — once they agree to do something, they want to continue being agreeable. 9 The door-in-the-face technique is similar but works in reverse. 10 The salesperson starts with a big request that is likely to be rejected. 11 This is followed by a more reasonable request, which is the seller's intended goal. 12 For instance, a buyer at a flea market might ask the price of a used laptop. 13 The seller will respond with a ridiculously high price. 14 When the buyer refuses, the seller will drop the price dramatically. 15 Compared to the first price, the second deal seems more reasonable, so the buyer accepts it. 16 The guilt that the buyer feels for rejecting the first offer also helps this technique work. 17 Finally, the that's-not-all technique involves making a request but then presenting additional persuasive information before the buyer can respond. 18 For example, after giving the price of the latest model, a smartphone salesperson might say, "But wait!" 19 "There's more!" 20 At this point, an additional product, such as a pair of wireless headphones, will be added to the original offer at no extra charge. 21 Even if the buyer has little interest in the additional product, its inclusion makes the original deal more attractive. 22 Understanding the concept of compliance and how to obtain it from consumers can help businesses succeed.