Context: In 1982, Regis McKenna was brought in to shape the marketing and launch of the Macintosh. Later the Regis McKenna team grew to include Jane Anderson, Katie Cadigan and Andy Cunningham, who eventually led the Apple account for the agency. Cunningham and Anderson were the primary authors of the Macintosh launch plan. The launch of the Macintosh pioneered many different tactics that are used today in launching technology products, including the "multiple exclusive," event marketing (credited to John Sculley, who brought the concept over from Pepsi), creating a mystique around a product and giving an inside look into a product's creation.

Question: Who was brought in to shape the marketing of Macintosh in 1982?
Answer: Regis McKenna

Question: What role did Andy Cunningham and Jane Anderson have in the Macintosh launch plan?
Answer: primary authors

Question: Who introduced the "multiple exclusive" event marketing concept to Apple?
Answer: John Sculley

Question: Which company first used the "multiple exclusive" event marketing concept?
Answer: Pepsi

Question: What did the "multiple exclusive" event marketing concept create around a product?
Answer: a mystique

Question: Who was brought in to shape the marketing of Macintosh in 1928?
Answer: Unanswerable

Question: What role did Andy Cunningham and Jane Anderson have in the Microsoft launch plan?
Answer: Unanswerable

Question: Who introduced the "multiple exclusive" event marketing concept to Microsoft?
Answer: Unanswerable

Question: Which company last used the "multiple exclusive" event marketing concept?
Answer: Unanswerable

Question: What didn't the "multiple exclusive" event marketing concept create around a product?
Answer: Unanswerable