On the question of applying discounts in the marketing process

A. Yu. Yanchenko () and M. M. Repilova ()

Entrepreneur’s Guide, 2023, vol. 16, issue 4

Abstract: This article discusses discounts, their types, functions and meaning for sellers and buyers. Attention is focused on which of the market participants discounts bring the greatest benefit. For the purposes of the study, special literature is analyzed and it turns out that manufacturers set discounts in order to increase sales and attract customers. A detailed classification of the types of discounts is offered, with a description and examples of use in marketing campaigns. As a result, an explanation of the discount mechanism is provided and conclusions are drawn that discounts are not always a source of income for the seller, but also often the risk of losses. For buyers, there is also a risk of unjustified costs for unnecessary purchases. As a result, errors in the use of discounts are formulated in detail and recommendations are made on their correct use for sellers and buyers.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:ahc:journl:y:2023:id:1839

DOI: 10.24182/2073-9885-2023-16-4-206-211

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