Inntegrated Marketing Communications

Nearly every retailer as well as businesses such as hotels, rental cars, restaurants, and many others now offers consumers the opportunity to save money through some type of promotion, which appeals to our primal desire for landing a bargain. The problem is that marketers have fallen so deeply into the bargain trap that discounting has become an expectation of consumers rather than a bonus or extra incentive. Your company is considering following the bandwagon. From your experience you think while many companies are all too happy to give them one, they are creating a discount trap from which there is no easy escape. 1. Explain to your boss ve (5) reasons why many retailers have become overly dependent on discounts and promotions in the first place. Illustrate your reasons with examples ll] marks 2. Discuss how this might create a problem for your brand if the company took the same promotion path. Five points expected. 10 marks