Exchange Relationship Marketing Products and Research Paper

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In both the case of the dialysis machine sale and the funeral services, a common theme of trust pervades both. These purchasing decisions are completely different than picking out a new car, buying a new iPod, iPad or iPhone, or choosing which new digital camera to buy. These decisions are more driven by how those products contribute to our own sense of who we are and provide us a measure of freedom in defining ourselves while providing enjoyment. All powerful brands, with Apple being one of the most formidable globally, sell not only functionality of their products but the image that goes along with it. This is completely different than choosing a dialysis machine or a funeral home and funeral director. In these instances the uncertainty is far greater, the risk of making a mistake far more intensive, and the level of self-scrutiny is very intense.

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No one wants to make a mistake in front of close friend and family members on the decision of which dialysis machine to buy or which funeral director to rely on. Because so much is at stake on these issues, the need for trusted advisors becomes crucial. Without trust, none of these services would be able to stay in business. That is why medical products and services continually stress their expertise, not just their product features or benefits (Cleary, Schlesinger, Blumenthal, 1991). People, when confronted with these issues, choose trust over product features any day and trusted advisors win the right to sell gain while those that just sell on price or features do not.......

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