The IMC Planning Process Case Study Questions

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Directions: Read the case study below and answer the questions according to the Chapter 4 readings and lectures. Upload a Word or PDF file to the designated drop box as your submission.

Chapter 4: The IMC Planning Process Case Study

BOSE: HIGH-END SOUND REPRODUCTION

A case can be made that sound reproduction has become one of the areas in which technological innovations have made the most profound leaps forward. Leading the way are major competitors such as Sony, Philips, Tivoli Audio, and Bose. Many forms of sound delivery exist, some featuring earphones and headphones, and others through stand-alone speakers.

The Bose Corporation began operations in 1964. Amar G. Bose, a professor of electrical engineering at the Massachusetts Institute of Technology, became frustrated during his attempt to purchase a high-quality stereo system. He believed that the speakers that were available had impressive technical specifications but failed to reproduce the realism of a live performance. Four years later, the first Bose product reached the market. In a very short time, Bose has delivered a series of innovations in sound.

Currently, the Bose Wave products are at the forefront of quality sound, including the Wave radio, Wave music system, and Acoustic Wave music system. Each is designed to deliver the most realistic sound through a compact, attractive device that will fit in any room in the home or office. The product can be linked with a dock that both plays and recharges an iPod. Another product allows the user to wirelessly play and store music from an internet radio station. Other Bose products include headphones, home theater systems, speakers, and sound systems for various locations, including boats and businesses.

Bose systems are on the high end in terms of price. For example, the most widely purchased Wave music system had a list price of $499.95 in November 2009. To entice buyers, product discounts are routinely offered, including a $100.00 price reduction when the Wave is purchased with the accompanying multi-CD changer. Also, Bose offers one-year, interest-free financing.

The Bose marketing program includes use of traditional media, most notably television, newspaper, and magazine advertising. The company’s website allows buyers to find and purchase all items online. The company employs a limited number of retail stores that feature the Bose line. The primary marketing emphasis remains focused on quality. For example, Fortune rated the Bose QuietComfort headset, which cancels outside noise, as the best-quality option for headphones.

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