The Exchange Relationship. Based on your readings and any research you may do, briefly give an overview of issues facing companies who must market...

The Exchange Relationship.Based on your readings and any research you may do, briefly give an overview of issues facing companies who must market products that may not be an "easy sell."  What impacts the exchange relationship when the customer doesn't particularly want to be a customer (example:  funeral services, diabetic equipment)?  How can companies effectively approach this relationship?