Abstract
This paper examines the challenges of marketing HDTV, from using too much engineering jargon at the promotional level, to an inability to get viewers acquainted with the benefits, to disappointment due to poor production values.

From the Paper
"When computers were initially introduced there were dozens of brands and several different operating systems. But demand for personal computers failed to take off until software in the form of ..."

Tags:marketing, HDTV, television

Abstract
This paper explains that HDTV marketing tactics, especially in the U. S., which aimed at promoting the benefits of better quality picture and sound, have largely failed because they have not adequately satisfied consumers' cost-benefit ratio analysis. The author recommends that, for marketing strategists to be successful, they will have to focus on educating consumers about the real benefits of HDTV, not as a break-through technology as the color television was, so that consumers can see an obvious benefit from purchasing a more expensive premium set. The paper stresses that HDTV proponents would have a much easier time selling consumers on HDTV if they were backed by major networks and broadcasting agents.

Table of Contents
Introduction
History HDTV
HDTV in the United States
HDTV Marketing
Challenges of Marketing HDTV in America
Failure of HDTV in America
Marketing HDTV UK / Europe
Conclusions

From the Paper
"In modern society, HDTV is capable of enhancing the quality of picture on the television screen and the sound. HDTV exceeds traditional television by offering higher picture sharpness and a larger picture, more color options, a wider picture and multi-channel digital cd quality sound. This is vastly appealing or so it would seem in a world that is visually based, with modern technology making real to life images increasingly popular and desirable."

Tags:cost-benefit, color, technology, quality, cable

Abstract
This paper begins with a brief look at the history of the Sony Company and then moves on to a description of high-definition television and Sony's early involvement in the technology. The paper then describes Sony's targeted market for HDTV sets as well as its product, pricing, and manufacturing strategies. The paper also outlines Sony's promotional and marketing strategies for HDTV and presents the author's view of the technology and suggestions for pricing strategies.

From the Paper
"Sony is a company with an established name and a great deal of brand recognition worldwide, and although it started as a small Japanese telecommunications company in Tokyo, it quickly presented itself to the world as a technological innovator capable of producing many consumer-friendly firsts such as the transistor radio, the walkman, and the camcorder. Lately, Sony has been involved in the development and manufacture of HDTV (high-definition television) systems to an increasingly interested world market. These television systems potentially support more than twice the sound and picture
quality of a normal television set, which particularly affects wide-screen formats. Sony has been involved in presenting the sets since the early nineties, and has followed industry trends and precedents successfully set by home satellite companies in target-marketing middle-class and upper-middle-class males who enjoy watching sports programs and want to be on the cutting edge of developing technology."

Tags:brand, asia, americas, europe, consumer, electronics, tokyo, transistor, radio, trinitron

Abstract
This paper explains that Dell's direct-to-customer business model, which does away with intermediaries and gives the customer more powerful and featured computer systems with enhanced capabilities compared to the majority of the rivals at the same price, is the secret behind the company's remarkable development and achievements. The author points out that Dell recently moved into consumer electronics and services including the Dell Music Store, a service to sell downloaded music; an integrated HDTV-compatible, 17-inch flat-screen TV and computer monitor with unified speakers, and the Media Experience, a software application for handling digital media. The paper relates that Dell uses a lean manufacturing model, which concentrates on the complete removal of waste, errors, and delays in supply, manufacturing, and distribution by using demand-driven, lean supply and near-zero defects principles together with the concept of the flexible enterprise.

Table of Contents
Introduction
Dell?s Product, Pricing, Distribution and Promotion Strategies
Product
Pricing
Distribution
Promotions
Dell?s Product Portfolio Strategy
Target Market Strategy
Market Penetration Strategy
Dell?s Key Competitors (Hewlett-Packard, Sun Microsystems and IBM)
Dell?s Direct-to-Consumer Distribution Model
Lean Manufacturing Model
Specific Advertising Campaigns, including the Well-Known ?Steven? (e.g. ?Hey, Dude, You?re Getting a Dell') Campaign
Conclusion

From the Paper
"In order to comprehend customers' wants and to supply high quality computer products and services adapted to satisfy those wants, the Company builds and uses direct customer relationships. The customers who buy the products and services of Dell include huge corporate, government, healthcare and education customers, small-to-medium businesses and individuals. With regard to small-to-medium businesses and individuals, the Company maintains direct relationships with the help of account representatives, telephone sales representatives or Internet connection. A steady stream of information giving needs and strategies of customers received through these direct customer relationships helps the Company to understand the requirements of its customers and to match them with upcoming technologies. As an element of business agenda, at Western Michigan they have incorporated a plan with Dell letting business students to get the Dell products. They have aimed at the young students and have presently embarked on building a customer relationship with the greater part of the Western Michigan University business students."

Tags:lean, distribution, direct-to-customer, computer, electronics