Ch. 16 - Advertising, Public Relations and Sales Promotion

PlayStation uses all angles of advertising for its product. Sometimes PlayStation likes to list its new specs and all the things the system can do. PlayStation has partnered with Netflix and Hulu and other apps to simplify the machine and make it more of an "all-in-one" systems. This is used to boost sales and to better its standing with existing customers. For parents buying for there children they use different family orientated games in its promotional displays and also gives parents more incentive to buy because of the apps.

Sony used humongous adverts all over New York to promote new games and its new system. They are never shy about spending money and reportedly spent 150 Million on advertising for the new system. PlayStation also uses comparative advertising because its in niche market and has only two many competitors. For Consumer decision making, PlayStation must use its subtle differences like cheaper price, and cheaper online play to appeal to masses, and it is used heavily in there advertising. Sony also participates in various gamers conferences to get its features out there to the gamers who watch. Also another advertising ploy/sales promotion is console "exclusives" Every now and again Sony will create/partner with a game franchise that is extremely popular and is EXCLUSIVE to PlayStation only forcing the players hand because they want to get there hands on the best games. One such is example are LittleBigPlanet or the Uncharted series, some of the best selling games of all time were PlayStation exclusives, something Sony knows attributes largely to there sales.

Ch. 14 - Marketing Channels and Retailing

Sony PlayStation has the launch of its new PlayStation 4 coming in November. When you go to Gamestop, a video game retail chain, information about the PlayStation 4 is everywhere with promotions for new games and discounts and deals for trading in old games or systems toward the purchase of a PlayStation. They have empty PlayStation 4 boxes on display for you to see information about the system. On the Gamestop website (online retailing is just as important if not more important when purchasing video games nowadays.) You see that the system is sold out, but there is a list of specs and other enticing details. When it comes to retailing this is the most important aspect for Sony PlayStation. Consumers need to see it in stores ESPECIALLY around the holidays the most pivotal season for PlayStation. Parents, Grandparents and teenagers all come into a store to see and sample the PlayStation and buy it for loved ones. Sony doesn't have a store of its own, so it sends its product from the manufacturer to retailers and e-retailers and that is where it purchased by consumers.

Ch. 6 - Consumer Decision Making

Consumer Behavior is the processes a consumer uses to make purchase decisions as well as to use and sipsose of purchased goods or services; also includes factors that influence purchase decisions and product use.

Consumer decision-making process begins with need recognition, (With Sony Playstation, the customer wants the new system/or new games that go with the system), when stimuli trigger awareness of an unfulfilled want. If additional information is required to make a purchase decision, the consumer may engage in an internal or external information search (Internal: Do I need this game? Is it any different then what I have now? External: Is this the best system out there?) The consumer then evaluates the using the additional information and establishes purchase guidelines (Is this better then Xbox or Wii? How many games do I buy for this or accessories?). Finally a purchase decision is made.

In terms of Sony PlayStation, the system is never absolutely necessary but a lot of people will buy it to satisfy there wants for the games and new experiences. A lot of the time people will struggle with the decision to buy a playstation because it is not cheap. However around the holidays its the ultimate gift and people tend to buy it a lot more often. Playstation 4 currently has 1 million preorders and it has not even been released yet. Its more about image of having a playstation and being the most updated because the Playstation 3 is almost as good.

Ch. 5 - Developing a Global Vision

Sony PlayStation has a great global vision. It is a company based in Japan and originating in Japan but is popular around the globe. Sony isn't a multinational corporation however because there isn't much trading involved when it comes to there system, instead its just about making there product globally available. The PlayStation is a good example of Global marketing standardization because its the same uniform product that can be sold the same way all over the world.

in Terms of E-commerce its easy for everyone to use and purchase an PlayStation because of UPS and other international shipping companies, the Sony PlayStation site is available in more the 50 languages. Sony PlayStation doesn't really need to differentiate its marketing globally because its really the games that differentiate across countries. Sony allows game companies and manufacturers to use its logo and likeness for there games to reach different markets.