Read the article “Marketing tradition-bound products through story-telling: a case of a Japanese sake brewery”. As you read the article consider the different marketing communication components employed by the sake brewery and how they are integrated.

Write a paper, and answer the following:

•Explain the positioning approach used by Benihana.

•Identify the core target audience for Benihana.

•Using information from the case history on identifying a story, what story could Benihana use to explain its concept? Describe the story.

•Compare and contrast the story-telling approach used by the sake industry in Japan to how alcohol tends to be promoted in the United States.

•Alcohol sales are an important component of the profitability of a restaurant. Discuss how the Japanese sake industry could integrate its story-telling approach to increase its sake sales in the environment of a restaurant chain such as Benihana. Include and cite at least three sources.

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