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A Case Study of Sony and Sega Expectations are growing as Sony and Sega begin a mass marketing scheme to try to ensure that their console is the one that everyone wants this Christmas with each one promising something that the other doesn't. Sony and Sega both operate in the public sector and their companies can be classified as in the secondary part of the market as they are producing goods to be sold through retailers to the customer. There are many factors affecting demand for the Playstation 2. Some of the factors that are increasing the demand for the Playstation 2 are: 1. Sony has launched a massive marketing campaign, the biggest of it's kind and it boasts, "Our message will reach 90 percent of the population of Europe". The marketing campaign will cost Sony an estimated and will include television advertising, billboard posters, and sponsorship of popular events e.g. the F.A. Premier...

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