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:

Convergent Thinking

A cognitive process that involves focusing on finding a single, correct solution to a problem by applying logic and analytical skills.

Vision and Mission

A statement of an organization's overarching aspirations and its purpose, serving as a guide for its strategic planning.

Creative Idea

An innovative or original thought that has the potential to lead to something new, whether in art, science, business, or any other field.

Large Number

A mathematical concept referring to numbers that are significantly larger than those typically used in everyday life or basic arithmetic.