Marketing - Case 3.3

Marketing - Case 3.3 - Case 11 The Soviet Central...

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Case 11 The Soviet Central Department Store 1. Without print or electronic media advertising , consumers do seem able to get the  information they need . A type of interpersonal communication is vitally important to  consumers since advertising is tightly restricted throughout the Soviet Union However , the Central Department Store does such things as ending notices  announcing new receipts or promoting other goods to a Government Ventral  Advertising Bureau . If this bureau finds the notices to have “social value”, it may send  them on to newspapers , radio, or television. The notices are informational rather than  persuasive , but that is all there is. And stores must be careful because announcing  goods that may not arrive , or publicizing high demand but scare items, may cause  consumers to panic . Thus, the “grapevine”, word of mouth, and these notices are the 
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This note was uploaded on 11/24/2010 for the course MGT Marketing taught by Professor Li during the Spring '10 term at Rowan.

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Marketing - Case 3.3 - Case 11 The Soviet Central...

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