Klarinet Archive - Posting 000403.txt from 1998/06

From: "David B. Niethamer" <dnietham@-----.edu>
Subj: Re: [kl] Why Intermediate Horns?
Date: Wed, 10 Jun 1998 17:58:15 -0400

>In a message dated 6/9/98, Kevin Fay wrote:
>
>> I
>> understand completely from a manufacturing-engineering standpoint how an
>> injection molded plastic part can cost less that an endangered tree. I do
>> not understand, however, how a wood Normandy can cost $0.01 less to produce
>> than a Concerto--the wood is the same, and the workmanship on both horns is
>> excellent. Why does the Concerto cost three times as much? And more
>> importantly, why, if the cost is the same (or thereabouts), does Leblanc
>> insist on producing horns with an inferior bore/scale? Ditto these issues
>> for the other manufacturers
>
and Chris Hoffman responded:

>Maybe it is a marketing ploy to encourage people to buy their top model
>horns.

but in reality, there is a profit motive in this ploy. Most people will
shop for a top of the line horn at a discounter, paying approx. 60% of
the list price for the horn. The local shop can say to the uneducated
mom&pop consumer, looking for a new horn for little Joey, "Here is a fine
wooden instrument by makerX, and it's less than the pro horn by the same
maker from DiscountCityHorns". And their price for the intermediate
instrument is usually list price, so they make a bigger profit than if
they've sold a top of the line horn at a steep discount.

On the part of the consumer, there is the good feeling about having
gotten something better than the cheapest item without spending the big
bucks for top of the line. Ever wonder why there are *three* grades of
gas at the pump? It's a well documented marketing phenomenon.

"Not that there's anything wrong with that!"

David

David Niethamer
Principal Clarinet, Richmond Symphony
dnietham@-----.edu
http://members.aol.com/dbnclar1/

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