Which of the following category of goods and services is most likely to require an aggressive use of the selling concept ?
Unsought Goods
Option 4 — Unsought Goods is correct.
The selling concept assumes that consumers, left alone, will not buy enough of the firm's products, so the company must undertake aggressive selling and promotion effort. Kotler notes it is practised most aggressively with unsought goods.
Unsought goods are products the buyer either does not know about or does not normally think of buying — classic examples are life insurance, encyclopedias, funeral plots and blood donation. Because there is little or no natural demand, heavy personal selling, advertising and persuasion are needed to convert prospects into buyers.
Why the other options are wrong:
| Category | Why not |
|---|---|
| Complementary Goods | Goods used together (e.g. car & fuel); demand is driven by the related product, not aggressive selling. |
| Luxury Goods | Sought by aspirational buyers; sold on brand, image and exclusivity rather than hard selling. |
| Speciality Goods | Buyers already want a specific brand and will make special effort to get it, so little persuasion is needed. |
Takeaway: the selling concept is applied most aggressively to unsought goods, which people do not seek on their own.
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A. Marketing Mix
B. Marketing program implementation
C. Marketing planning
D. Market research
E. Control and evaluation of marketing programs
Choose thecorrectanswer from the options given below:
_______ believes that the consumers will favour those products that offer the best quality, performance and features and therefore the organisation should devote its energy to making continuous product improvements.
The ability to change human needs into wants is called
Which of the following is the characteristic of a product?
Which of the following is an example of durable goods?
