Chapter 16. Integrating Marketing Communications. .

Almost all copanies use advertizing as one of the elements of promotion, uncluding Sony. For its new product Bravia 3D TV the corporation used traditional methods(media- television, radio...) as wel as new methods - websites(www.sonystyle.com), blogs(http://blog.discover.sonystyle.com) and others. 
Promotion seeks to modify behavior and thoughts in some way. Sony uses informative promotion that seeks to convert an existing into a want or to simulate interest in a new product. For example, Sony's advertisement for Bravia is focused on "turning dream to reality" by bringing 3D at homes, when before 3D was available only in movie theaters)

Chapter 10- Product Concepts.

Sony can classify its products as both business products(equipment, accessories...) and consumer product, which in this case  takes a major advantage of business product. The corporations produtcs can be classified under category shopping products, homogeneous type- such as television,  laptops etc.
Most of the companies sell a variety of things not only one product. Sony sell all kinds of different electronics but its surprising to know that  the company's first product was the electric rice cooker. right now sony offers a big variety of products. Its products mix consists  television, dvd's, cameras, mp3 players, accessories, security systems and even medical equipment.
A group closly related producs is called product line. For example, Sony 's 3D bravia TV represents one f the corporation's product lines. Different sizes, colors distinguish items in a product line.
Sony is a global brand , its recognizable in about 150 countries.