Develop a two- to three-page paper in the correct APA writing style on the issues facing companies who must market products that may not be an “easy sell.” What impacts the exchange relationship when the customer does not particularly want to BE a customer (example: funeral services, diabetic equipment)? How can companies effectively approach this relationship? List the resources in the correct APA writing style. Mullins, J. W., Walker, Jr., O. C., & Boyd, H. W. (2010). Marketing management: A strategic decision making approach (7th ed.). Boston: McGraw-Hill Irwin. ISBN: 9780073381169. Required Articles Levitt, T. (1975, September-October). Marketing myopia. Harvard Business Review, 53(5), 26-40. Retrieved from www.casadogalo.com/marketingmyopia.pdf. Porter, M. (2002). What is strategy? The Free Library. Retrieved from www.thefreelibrary.com/Michael Porter:What is Strategy?-a085608624 Smallwood, J. E. (1973, Winter). The product life cycle: A key to strategic planning. In Enis, B. M., & Cox, K. K. (Eds). Marketing classics: A selection of influential articles. Boston: Allyn and Bacon. Retrieved from www.bus.ucf.edu/jallen/secured/Smallwood.pdf.
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