Scenario 1-3 Sony Has Just Begun to Aggressively Promote Its New Digital

question 28

Multiple Choice

Scenario 1-3
Sony has just begun to aggressively promote its new digital music player, the NW-HD1. This is the latest version of Sony's ubiquitous Walkman portable music player. Commercials feature Macy Gray singing a cover of Aerosmith's "Walk This Way." But can Sony supplant Apple's wildly popular iPod in the hearts of music lovers? That will be a tough challenge. To many of teens and young adults, the Walkman is like, you know, so 1987. "Today's generation thinks of the iPod the way that a generation ago thought of the Walkman," said Gartenberg. "Apple has built a phenomenally strong brand. People are not saying, 'I want an MP3 player.' They're saying, 'I want an iPod.'" Baker agrees that Sony, despite its pedigree as a portable music pioneer, has little chance of making a major splash in the digital music area anytime soon. (Paul R. LaMonica, "Walk this Way," CNN Money, September 15, 2004.)
-(Scenario 1-3) The fundamental purpose to be served by the marketing of NW-HD1s and affordable music players by Sony retailers is to:

• A) generate revenue for the retailer and Sony.
• B) create awareness of Sony.
• C) differentiate Sony from other entertainment options.
• D) support the promotional mix behind Sony.

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Definitions:

Language

A system of spoken, written, or gestural symbols used for communication between individuals.

Culture

The patterns of behavior, beliefs, and customs that are shared by a community or society, shaping their way of life and worldview.

Material and Nonmaterial

A classification indicating tangible resources like goods and money (material) and intangible elements like culture and social norms (nonmaterial).

Cultural Customs

The traditional practices, beliefs, and behaviors that are unique to a particular social, ethnic, or age group.