When it comes to diversity, SONY has mastered the skill of learning to market to all races and genders. They recieved the 1st Diversity Management Award. They use diversity to drive their success as a global company. They market to a diverse world by offering jobs to individuals with different backgrounds. They definitely do not market to one type of group; that is evident in their multiple record companies that cater to different genres of music. In chapter 5, they talk about knowing how to write proper business letters and even ads. I am sure that SONY has a specific department that is responsible for writing letters and putting out ads that will attract buyers.
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