As I stated in my
Do DVC Members deserve better perks post, perks offered by DVD are a marketing tactic to entice people to buy into
DVC. From a marketing perspective, DVD needs to provide some differentiation between buying direct and buying resale. There has to be some justification for the price variance between direct and resale. Clearly, the changes they made in 2011 have been deemed not effective enough. We have seen direct point sales decline over the past year, and this is a plain and simple marketing tactic to increase the value of a direct purchase over a resale purchase. Guides must be jumping up and down with excitement for this new sales tool.
DVD is a business, and it exists to sell. Perks are a marketing tool to help sell. The primary reason for DVC to offer perks is to help improve sales by Disney Vacation Development. Offering perks to all members does increase their goodwill towards Disney and increases the positive word of mouth about DVC from current members to their friends and family. A lot of happy members providing positive word of mouth advertising would be a good marketing tool. So, it's good for business - to a certain extent. However, in this case, DVD decided it's direct sales would be better enhanced by differentiating it more from resales.