According to the U.K. price comparison site Compare the Market, the cost of funerals is rising on

Question:

According to the U.K. price comparison site Compare the Market, the cost of funerals is rising on average at a rate of 7 percent per year. The Funeral Planning Authority (FPA) estimates that the average cost of U.K. funerals is over $5,000. With costs rising, the market for funeral plans has increased; over 120,000 packages are sold on a yearly basis. This is a considerable rise compared to 10 years ago, when less than 40,000 were being sold each year. The FPA states that there are 909,091 active plans (worth an estimated $5 billion) in the United Kingdom and that this total will break the 1 million mark in 2015. It has been estimated that pre-paid funeral plans cover one in ten funerals in the United Kingdom. In 2014, Golden Charter, one of the biggest providers of plans, had a 21 percent growth in sales and their market share increased from 36.9 percent to 41.7 percent. The other two dominant market leaders are the Co-operative Group and Dignity. Between the three companies they control the bulk of the market. The funeral business as a whole is estimated to be worth around $3 billion per year in funeral costs, despite falling death rates. Pre-paid funeral plans are certainly unsought products and services, but they are becoming more and more popular. Source: “A Guide to Funeral Costs,” Compare the Market, http://www.comparethemarket.com/life-insurance/information/funeral-costs-whats-involved; Funeral Planning Authority, http://www.funeralplanningauthority.com.

1.Describe the nature of unsought products and why they might be so notoriously difficult for a business to sell to consumers.

2.Discuss other examples of unsought products and services and how consumers can be convinced to buy them.

Fantastic news! We've Found the answer you've been seeking!

Step by Step Answer:

Related Book For  book-img-for-question

Marketing An Introduction

ISBN: 9781292294865

14th Global Edition

Authors: Gary Armstrong, Philip Kotler, Marc Oliver Opresnik

Question Posted: