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Topic: Promotion through the Marketing Channel


Read the following scenario and answer the questions at the end. Use the attached textbook for your research. Most of the pertinent material will be found in chapter 12. The only source to be used is the attached textbook – no other citations.

Push type promotions are not limited to the supermarket or the Chevrolet dealer. Some manufacturers of “highbrow” products also do their share of push promotion. For instance, Steinway & Sons, the almost 150-year-old manufacturer of high-quality concert pianos, has had a policy for many years of placing its pianos free of charge in selected concert halls, music schools, and recording studios to promote the product. Not long ago, Yamaha, a Japanese competitor, developed a similar promotion. That struck a sour note with Steinway, whose reaction was anything but highbrow. Its dealers were told in no uncertain terms not to participate in the Yamaha promotion, and Steinway cut off the franchise of one major dealer to serve as an example.

1) Discuss this development in terms of the notion of “kinder and gentler” promotions.

2) Given the general nature of promotion and what it seeks to accomplish, can there really be such a thing as “kinder and gentler” promotions?


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