Klarinet Archive - Posting 000151.txt from 1994/12

From: "William A. Helmers" <reedman@-----.EDU>
Subj: marketing surveys
Date: Sat, 10 Dec 1994 13:08:11 -0500

I share Dan Leeson's reservations about whether clarinet manufacturers are
truly interested in what the consumer really wants.

Two experiences I had recently with a major clarinet manufacturer left a
very unpleasant taste in my mouth. While visiting the maker of "brand X" to
try mouthpieces, I was invited to play the newest model of "brand X." Rather
than being asked in a neutral way for my comments, I was told that I sounded
much better on these instruments than on my current Buffet Prestige
instruments. (I didn't agree.) Further, I was told that "so and so" of the
"major symphony" was playing brand X, and that therefore I should as well.

If my experience was typical of how "market research is conducted, then I
have no use for it. In fact when I raised questions about the playing
characteristics of brand X, I was basically told that I didn't know what I
was talking about.

A few months ago, I received a survey in the mail from brand X, asking for
my opinions. I found many of the questions to be leading, vague, or
impossible to deal with in the survey format which was used. Needless to
say, I didn't send it in. Perhaps brand X responds to the desires of some
clarinettists, but that was not my experience.

   
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