Many Marketers Argue That the Heavy Use of Sales Promotion

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.