Santa Rosa, Calif.—A luxury-goods marketing expert told winery marketers Wednesday that while they may see discounting as the bane of their existence, “discounting is not really the problem, but a symptom of the problem.” Pam Danziger is president of Unity Marketing, based in Pennsylvania, and the author of several books about marketing and consumer behavior. She told the winery sales and marketing professionals attending the Direct to Consumer Wine Symposium in Santa Rosa that what their customers value in luxury goods has changed.