Many Marketers Argue That the Heavy Use of Sales Promotion

question 77

Essay

Many marketers argue that the heavy use of sales promotion is a symptom of decreasing brand loyalty, increasing consumer price sensitivity, a focus on short- run marketing planning, and an erosion of
brand- quality image, not the cause of these ills. They point to more basic causes, such as slower population growth, more educated consumers, industry over- capacity, the decreasing effectiveness of advertising, the increase in retailer power, and the emphasis by companies on short- run profits. Set out your position on this vexing question.

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Definitions:

Legal Detriment

A loss or disadvantage that occurs to one party in a contract, considered a necessary component for a valid contractual agreement.

UCC

Uniform Commercial Code, a comprehensive set of laws governing all commercial transactions in the United States.

Seal

A device used to impress or mark documents as a form of authentication or to signify agreement.

Charitable Pledges

Promises or commitments to donate a specific amount of money to a charity or for a philanthropic cause.