Throughout the read, one marketing technique really grasped my attention. It's called 'throwing a lowball'.
For those who are not familiar with it, here is how wiki defines lowball "The low-ball is a persuasion and selling technique in which an item or service is offered at a lower price than is actually intended to be charged, after which an excuse or "error" is brought in to increase the price at its original value."
Cialdini describes how 'throwing a lowball' technique is commonly used in car showrooms where a retailer first offers a lower price than usual to attract the customer. This is followed by allowing the customer to take a ride around and see how the car 'feels'.
When the deal gets finalized, an "error" is brought in, for example, the dealer says "We forgot to add the air conditioner charges." Or usually, all the financial proceedings are handed over to a bank who deal with the customer directly and thus reducing the chances of any reaction that customer might produce.
In a nut shell, a lower FAKE price (that is lower than all the competitors) is first quoted, and once the customer's decision stands on his legs, the original price is brought in.
My question is: Is lowball a fair marketing technique? What's the thin line between throwing a lowball and being dishonest? Personally, I don't find any. Rather, I view this as sophisticated scam. From day one, I have learned that a marketer job is to SELL. Period. Ok.
Sell by any means? Or sell by fair means?
Or maybe, just as the title says, everything is fair in love, war and marketing?