Every year, marketers offer U.S. consumers nearly 400 millionrebates—worth about $6 billion. But do consumers like them?Often rebates require more effort than a consumer is willingto make to receive the cash back. Critics of the promotionaleffort say that marketers know this and are banking onconsumers not redeeming them, resulting in extra income forretailers and manufacturers. Do you think rebate programs areethical? Why or why not?
Every year, marketers offer U.S. consumers nearly 400 millionrebates—worth about $6 billion. But do consumers like them?Often rebates require more effort than a consumer is willingto make to receive the cash back. Critics of the promotionaleffort say that marketers know this and are banking onconsumers not redeeming them, resulting in extra income forretailers and manufacturers. Do you think rebate programs areethical? Why or why not?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Every year, marketers offer U.S. consumers nearly 400 million
rebates—worth about $6 billion. But do consumers like them?
Often rebates require more effort than a consumer is willing
to make to receive the cash back. Critics of the promotional
effort say that marketers know this and are banking on
consumers not redeeming them, resulting in extra income for
retailers and manufacturers. Do you think rebate programs are
ethical? Why or why not?
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