Market Orientation

Products that are not an easy sell, referred to as complex products, pose challenges for the business in making profits and sales. Such products would require non-conventional marketing and advertising in order to sell. More often, products that have greater emotional quotient with humans are difficult to sell. For example, products related to personal hygiene, birth control, warfare, drugs for terminal illness, and services related to abortion, sterilization, mental illness, funeral, artificial insemination, home health care, etc are few examples of complex products/services (Waller, 1999). In such cases, marketing and advertising should be based on strategy different from the traditional approach (Mullins Walker, 2010).