Please read a small case study on "How do you like your reality? Virtual? Augmented? Mixed?". Then, discuss the following questions:

Do you understand the differences between VR, AR, and MR?

Which technology do you think will be the first to read mass-market acceptance, VR, AR, and MR? Why?

Which technology do you think will be adopted the most in retail setting, VR, AR, and MR? Please give reasons supporting your opinion.

What experiences have you had with VR and/or AR? Please share your experience.

504 PART 4 - THE GLOBAL MARKETING MIX CASE 15-1 (Continued refer to page 484) How Do You Like Your Reality: Virtual? Augmented? Mixed? CHAPTER 15 - GLOBAL MARKETING AND THE DIGITAL REVOCUNON 505 FX Networks partnered with Microsoft Hololens and the Moving Picture Company (MPC) to create an MRexperience based 15-8. What are the differences between VR,AR, and VA ? Legion. se the first to rea \begin{tabular}{l|r} The event was staged at the 2017 San Diege Comic-Con & 15-10. What experiences have you, had with VR? AR? \end{tabular} sve, 15-minute experience Furticipants were treated to an immerWhits for the Music to Catch Up." The Meev rouk Nomes futy 26, 2016e, 0. C3; has CASE 15-1 How Do You Like Your Reality? Virtual? Augmented? Mixed? very January, tens of thousands of tech enthusiasts and journalists converge in Las Vegas for a 1. trade show known as international CES. There, attendees test out the hottest tech gadgets and get briefed about the latest industry trends. For the past few years, virtual reality (VR) headsets and software have been among the most buzz-worthy new products on display. (Artificial intelligence [AI] has also generated a lot of buzz at CES.) Many different companies, including well-known tech giants, have showcased their wares at CES. For example, Facebook demonstrated the $600 Oculus Rift at the show. Sony's VR entry was the PlayStation VR (\$400); Samsung's offering was Gear VR. Among lesser-known brands, the HTC Vive (\$800) and VR units from Tsinghua Tongfang have also been introduced at CES. To fully appreciate the VR experience, users don goggles and hoid a set of handles. Then, in an area equipped with laser sensors, they are immersed in a 360-degree virtual world (see Exhibit 15-1). That world can be anything from the bottom of the Indian Ocean, where a person might come faceto-face with a shark, to the top of Mount Everest. Advocates believe that a new user interface is on the horizon, and that VR and augmented reality (AR) have the potential to replace our phones, our TVs, and our desktop computers. But there's more! Have you heard of "mixed reality" (MR)? Some industry experts have even started using terms such as "personal reality" and "preferred reality" (PR) to describe this new experiential world. To find out more about the opportunities and challenges facing companies marketing and activating immersive Exhibit 15-1 Virtual reality (VR) technology allows people to immerse themselves in a digital experience that replaces reality. Source: Kobby DaganiShutterstock technologies and the potential uses of VR,AR, and variants such as MR, turn to the continuation of Case 15-1 at the end of the chapter. Today, almost every company and organization has a presence in VR and AR are just two examples of the way that the digital the online space. The Internet can be used as an advertising chanrevolution is driving the creation of new companies, industries, nel, as a public relations (PR) tool, as a means for running a contest and markets. It is also contributing to the transformation-and, in or sales promotion, and as support for the personai selling effort. some cases, the destruction-of companies, industries, and mar- Finally, there is price. Comparison-shopping Web sites make kets. In short, this revolution is dramatically transforming the world it easy to check and compare prices for products and services. in which we live. As the digital revolution gains traction and picks Moreover, the marginal cost of storing and distributing digitized up speed, global marketers will be forced to adapt to an evolution- products-music files, for example - is practically nothing. This has ary world in which cell phone tablets and other mobile devices play led to some interesting pricing strategy experiments. For example, an important role. This chapter appears after the five-chapter sequence one of the first to harness the efficiency of the Web by offering free devoted to the marketing mix. Why? Because all the elements downloads of its 2007 album In Rainbows. of the marketing mix - the four Ps - converge in the world of We begin by briefly reviewing the key innovations that served Internet connectivity and commerce. For example, the product as precursors to the digital revolution. In the next two sections, (P) includes Facebook, Google, Pinterest, Snapchat, Twitter, convergence and the disruptive nature of Internet technology, and Wikipedia, and the myriad other Web sites that can be accessed their effects on global companies, are discussed. Key e-commerce worldwide. The Web also functions as a distribution channel, issues that face global marketers are then examined. The discussion and a very efficient one at that. Case in point: iTunes, Pandora, continues with an overview of Web site design issues as they perSpotify, and YouTube are rewriting the rules of music and video tain to global marketing. The final section of the chapter examines \begin{tabular}{l|l} distribution. & someoftheproductsandserviceinnovationsthataredrivingthedigitalrevolution. \end{tabular} (15-1) The Digital Revolution: A Brief History The digital revolution is a paradigm shift resulting from technological advances that also fist the major innovations the digitization (i.e., conversion to binary code) of analog sources of information, sol allow for digital revolution. intages. The origins of the digital revolution can be traced bources of information, sounds, and afive-year period between 1937 and 1942 , Jot be traced back to the mid-twentieth century. Over the world's first electren 1937 and 1942, John Vincent Atanasoff and Clifford Berry developed Betry Computer electromechanical digital computer at Iowa State University. The Atanasoff