A reduction in price given to customers as an incentive to buy.

• A. Discount
• B. Product Life Cycle
• C. Market Segmentation
• D. Markup

Answer: (A)

A discount is a reduction in price given to customers as an incentive to buy. This pricing tactic lowers the selling price for a period or under certain conditions to stimulate demand, clear inventory, or reward loyalty. The essential idea is that the customer pays less, which makes the purchase more attractive and can lead to higher sales volume.

This differs from a markup, which is the amount added to the cost to determine the selling price and is about maintaining desired profit margins rather than encouraging immediate purchases. It also isn’t about dividing the market into groups or tailoring offers—that’s market segmentation, which focuses on how to reach different customer groups. And it isn’t about the stages a product goes through in the market, which is the product life cycle. A discount directly targets the price customers pay to buy now.