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) If the advertisements aimed at young people who do not currently have NW-HD1 players are successful, it may result in NW-HD1s being thought of as the best technology appropriate for today's modern entertainment at the expense of iPods. This is an example of

Question

Quizplus · Accepted Answer

This scenario describes an effort to change consumer perceptions and preferences through advertising, aiming to position the NW-HD1 as the preferred choice over the iPod, which is an example of successful product positioning.

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