Activities Please read the Grand Theft Auto article on page 123 and answer the following questions: 1. What are some of the social factors encountered? How would you have managed these issues? How did value, belief, attitude, and the perceived U.S. culture have on marketers when they developed Grand Theft Auto? 2. Explain how marketers and developers managed the cultural environment factors? Grand Theft Auto SYNC THINK. LEARN MyMarketingLab Quick, what's the first thing that comes to mind when you think of The game also features in-jokes about Scotland. For example, Scotland? Bagpipes? Salmon? Tartan plaid kits? Whisky Wool? Calton, a run-down area in Glasgow, is temagined as a wealthy devel As Arthur Herman explains in his book How the Scots invented opment called Calton Heights. The fictitious city of Fierro includes the the Modem World, theres much more to the story than people Hippy Market grocery store chain, ariff on an actual retail chain known may know. For example, Alexander Fleming, the scientist who as Happy Shopper Likewise, a racehorse named Scotland Nil is an obvi discovered penicillin, was Scottish. The television, the telephone, ous reference to Scotlands perennial also- an national soccer team Love the steam engine, the fax machine, and many other technical and Fist is a fictitious Swedish heavy metal band modeled on Spinal Tap. scentific innovations all trace their origins to Scotland Culturally, The original GTA was developed by four friends who started a Scotlands gifts to the world include golf, "Auld Lang Syne", rock company called DMA Design Today, GTA is owned and marketed by bands such as Franz Ferdinand and Mogwat and Grand Theft Rockstar Games, a business unit of us. Based Take-Two Interactive Auto (GTA), the wildly popular video game (see Exhibit 4-7) Software Rockstar North, one of eight Rockstar Studios, is still based Many people know that Scotland, along with England, in Edinburgh today, Scotland is one of the most important locations Wales, and Northern Ireland, is part of the United Kingdom in Europe for game development (a recent referendum to secede from the UK failed) GTAS Despite the type of production budget usually associated with a humble beginnings can be traced to Dundee, a Scottish city Hollywood blockbuster, the GTA franchise has been extremely profit once known for shipbuilding. However, the last major shipyard able. The budget for GTA V was 5160 million, in part because hun closed in the 1970s, leaving Scotland searching for a new dreds of programmers spent four years on the project. However, the "core competence." Today, technology-related products are new edition racked up sales of $1 billion within three days of being Scotland's number 1 export category launched in all, some 33 million copies have been sold. Now, Take- Culturally, as Brian Baglow, head of the Scottish Games TWO CEO Strauss Zelnick has to find ways to keep the GTA franchise Network, notes, the UK has a history of not taking other fresh in the face of an industry environment that is rapidly evolving people too seriously. And so it is that one of Grand Theft Trends include growing demand for downloadable content, virtual Auto's distinctive features, along with copious amounts of reality headsets such as the Rift from Oculus VR, and mobile gaming violence is its satirical take on American culture. Now in its fifth generation, GTA is a true global pop-culture phenom enon. The action has been set in fictionalized versions of New York, Sources: Sarah Needleman Keeping Towes Grand Theft Auto Fies, The Wall Street Journe 10, 2015, Kimito de Freyta tamura, Grand Theft Auto Miarni, San Francisco, and Los Angeles Grand Theft Auto V includes Francois Mayfullyingi Mud at its hole Scotland, The New York Times September more than one dozen radio stations and two television stations, all of 30, 2013), B3, Bent, A Game Designed to provoke, The war Street which broadcast fake ads Earlier generations of the game drew from Soptember 13, 2017.07Alth Herman, How the son invented the Modern Word (New York Broadway Books, 2002), Kate Hamilton, Project Galore Qualitative iconic American movies and television shows about violence and and Leveraging Scotland Brand Eaty, Roumal of Advertising Resarchy crime such as Scarface, Miami Vice, and The Godfather, February 2009, pp. 107-111