Marketing Dimensions

Select two age cohorts from the list below

  1. Teens
  2. Gen X
  3. Baby boomers
  4. The grey market

Question : Identify how an electronics marketer like Sony or Apple could manipulate/adopt the following marketing dimensions to gain a higher market share as well as a higher mind share amongst the two age subcultural groups you selected above? 

    • Product Design
    • Promoting Value
    • Advertising Media Selection
    • The Message    

Identify how an electronics marketer like Sony or Apple could manipulate/adopt the following marketing dimensions  Product Design Promoting Value


The marketer’s job is to create a product that consumers will want to buy. There are many different ways to do this, and each company has their own unique way of doing things. However, one thing remains constant: everyone needs to identify how they can manipulate the following marketing dimensions:


Design is a way to manipulate the consumer and create a brand image.

Sony, for example, has been using design to sell its products since it was founded in 1946. The company’s logo is an owl holding up a mirror in its beak that reads “SONY” backwards (see below). This speaks to the idea of re-inventing oneself or creating something new from scratch—something Sony does often as well with their products, such as when they released their first Walkman music player back in 1979 or when they created Vaio laptops in 1991 after failing at making computers themselves.


Promotion is the use of communication channels to inform people about a product. It can be used in many ways, including advertising and public relations campaigns.

Promotion is also a way for companies to get the word out about their products by providing information about them through various media channels. This tactic helps create awareness of these items and build brand loyalty among customers who already know how great they are.


In the marketing world, value is a key dimension to consider. Value is determined by how much something costs and what it does, as well as how others perceive the product compared to other similar products available on the market.

The first step in determining value is knowing what makes up your target audience’s perception of it: Is it based on price alone? Or could there be another factor at play (such as quality or availability)? It might also help if you know how much time they spend researching new purchases—do they do their homework before buying something like an electronics device? If so, what features do these people consider most important when making their purchasing decisions?

Sony and Apple are big electronics companies, they could use these dimensions to manipulate marketing strategies.

Sony and Apple are big electronics companies. They could use these dimensions to manipulate marketing strategies. For example, they could adapt their marketing strategies by using the product design dimension to improve the way they present their products on their websites, or promote value through product design by making them look more attractive or appealing than competitors’ products.


I hope this article has helped you understand how companies like Sony and Apple could use the dimensions of design, promotion and value to manipulate your marketing strategies. The more you know about how these companies work, the better prepared you’ll be when it comes time to make decisions about which products you want to buy.

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