Listening audioscript

USING POINTS FROM THE LECTURE, EXPLAIN HOW GLACIERS FORM. 
 
WRITING 
 
Page 388 
[ mp3 166-167] 
 
Listen to the passage. Then answer the question. 
(Professor)
It is a well-known fact that increasing brand awareness can be quite 
challenging for many companies. So, it is essential for these companies 
to make their brands known to the general public. However, I’m not 
certain that it should be done by offering steep discounts as the article 
suggested.
First, it is true that when companies offer a really good discount on their 
products, many customers will make a purchase. The hope is that when 
the consumer sees the quality of the product, they will return and make a 
purchase at full price. However, the problem is that these customers are 
what you would call “bargain hunters.” That is, they are shoppers who 
refuse to pay full price for anything. The “daily deals” web sites attract 
people who only make purchases when they believe they are getting an 
unbeatable price. They seldom, if ever, make a purchase at full price 
regardless of the quality of the product.
Second, it is true that a discounted price can generate a lot of buzz for a 
new product and that this attention online and on social media will create 
brand awareness. But, a company has to be very careful about what kind 
of awareness it generates. When a product is offered up at a 
considerable discount, many consumers will be wary of it, believing that it 
is of inferior quality and thinking that the product may be unreliable. This 
type of awareness is not what a new company wants for its products. 
Finally, the publicity that a new company might receive from consumer 
services and the media is fleeting at best. That means that yesterday’s 
deals are forgotten today. The fact that a company has received free 
publicity for a few days does not guarantee that it will be remembered by 
the consumer when it comes time to make a purchase. So, relying on 
consumer media to advertise your products is a risky gamble at best.