Marketing Strategy of Apple Dissertation Example | Topics and Well Written Essays - 15000 words

Marketing Strategy of Apple - Dissertation Example Over the last decade, Apple redefined the music and cellphone business, and the entertainment and media world by introducing IPod, IPhone and IPad. With the motivation to evaluate the marketing strategy of Apple, which enabled it to bring about a turnaround, this research is being conducted. Three objectives were set in Chapter I and after extensive literature review in Chapter II, questionnaire was designed to collect primary data from students. All three objectives have been achieved. The study finds that in the high technology products it has become critical to redefine businesses and reshape markets, thereby aligning with the changing demands of the firm’s business environment. To gain competitive advantage new pricing models, innovative value proposition, or customer-driven supply networks or finding new means of â€Å"touching† the customers has become essential. Brand management, customer segmentation, product positioning and customer behavior engagement are bein g applied by marketers. In the case of high-tech products product positioning has to be based on definite and tangible characteristics – unique selling point (USP) of the product. ... Apple also adopts bundling pricing and reference pricing strategy. In the international market Apple standardizes product, place and promotion strategies globally, so that all products sold worldwide carry the same design, package, advertising, posters and slogan. Prices vary depending on local taxes applicable. Thus, the marketing strategy of Apple can be said to be effective as they have been able to achieve the expected synergies. Table of Contents Chapter One: Introduction 1.1 Research Topic 1 1.2 Overview of Apple Inc. 2 1.3 Rationale for the study 2 1.4 Research Aims and Objectives 1.5 Research Framework Chapter Two: Literature Review 2.1 Chapter Overview 2.2 Introduction to Marketing Strategy 2.2.1 Principles of Marketing Strategy 2.2.2 Market Segmentation and Target Selection 2.2.3 Brand Image and Brand Equity 2.2.4 Product Positioning 2.2.5 Customer Engagement Behavior 2.3 Marketing Mix 2.3.1 Products 2.3.2 Pricing 2.3.3 Promotions 2.3.3.1 Advertising 2.3.3.2 Personal Sellin g 2.3.3.3 Sales Promotion 2.3.3.4 Public Relations 2.3.3.5 Direct Marketing 2.3.4 Place 2.3.4.1 Types of Intermediary 2.3.4.2 The Internet 2.4 International Marketing Strategy 2.4.1 Porter’s Generic Strategy in Digital Age 2.4.2 Effectiveness of the marketing strategy 2.5 Overview of the Computer Industry 2.6 Overview of Apple Inc Chapter Three: Methodology 3.1 Chapter Overview 3.2 Research Phenomenon under study 3.3 Research Philosophy 3.4 Research Strategy 3.5 Data Collection 3.6 Sampling 3.7 Data Analysis 3.8 Ethical concerns 3.9 Reliability and Validity 3.10 Limitations Chapter Four: Findings and Discussion 4.1 Chapter Overview 4.2 Findings from Web

Overview of Media Specialty Essay Example | Topics and Well Written Essays - 2000 words

Overview of Media Specialty - Essay Example ound television as an adjunct of long distance telephony, enabling the user to see the person with whom he converses; pubic booths giving such service were erected in a number of German cities in 1938 by the Post Office Department (Eddy, 1950). A more important application of cable television promises to be its employment for the surveillance of industrial processes in locations not readily accessible to human beings. Early developments of television began on its first attempts at television date from the discovery that the magnitude of electric currents passing through crystalline selenium could be controlled by the amount of light falling on it. Television was invented by the American inventor G.R. Carey in 1875 when he devised a system in which the image of the scene to be transmitted was projected on a rectangular array of selenium cells, each of which was connected to a light bulb in a corresponding array by a pair of wires (Fink, 1975). Essentially, the same idea is employed beginning 1960s in the operation of animated cartoon advertisements. In 1880, the French electrical engineer, Maurice Leblanc, added the second common feature, namely the transmission of the signals from successive picture elements in sequence through a single electrical channel (Zworykin, 1978). A practical method of realizing Leblanc’s suggestion was devised by the German television pioneer, Paul Gottlieb Nipkow in 1884. Nipkow, employing a single photosensitive cell, placed a rotating disk with a series of holes equal in area to a picture element, arranged along a spiral in front of the cell and projected the scene on it (Fink, 1975). Nipkow’s invention was followed by numerous other ingenious mechanical scanning devices, primarily designed to increase the optical efficiency of the television system. However, it was only Lee De Forest who succeeded in obtaining usable television pictures in 1907, with De Forest’s invention of the amplifying tube. After this, the