LETTER TO THE EDITOR
Marketing destroys buyers' trust
January 7, 2013 - 12:01 am ET
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To the Editor:
Regarding Keith Crain's Dec. 24 column, "No-dicker stickers still appeal": Our most loyal customers do not dicker and accept that the price we give them is competitive, as is the case with most honest dealers.
The majority of customers, however, shop more than one dealer, which leads to the dickering.
And why do most shoppers not trust the first price they get? Because the manufacturers are constantly changing the marketing programs and consequently the prices of vehicles -- on a monthly, weekly and sometimes daily basis. One week it's 0 percent interest, then it changes to massive discounts, only to be followed by "employee pricing."
If a customer spends more than two months shopping for a vehicle, he could see the price or payment change three or more times. When he finally does take the plunge, he is sure to see full-page ads of another "the deals have never been better" marketing plan within a month of taking delivery.
In this climate, it is impossible for a buyer to trust that he is getting the best deal --hence, the distrust, shopping around and dickering. Until the manufacturers clean up their act, don't expect to see any semblance of trust, loyalty or "no dickering."
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