Company Case. Arabic Blackberry
1. Analyze the decision process buyers of a typical push e-mail device go through before purchasing the devices.
Push e-mail is used to describe e-mail systems that provide an "always-on “capability, in which new e-mail is instantly and actively transferred (pushed) as it arrives by the mail delivery agent (MDA)(commonly called mail server) to the mail user agent (MUA), also called the e-mail client. E-mail clients include Smartphone’s and, less strictly, IMAP personal computer mail applications. This means that users have the capacity to be notified of incoming emails and appointments as they received. In other words, each and every e-mail is delivered instantaneously and individually to handsets.
The buyers’ possible reasons before they arrive at a particular decision of purchasing a typical e-mail device is the device like push e-mail is within their interest. Interest in adoption process the consumer seeks to the information about the blackberry. Second, it is work-related to them, like the feature of the device of delivering e-mail instantaneously and individually to handset related to their job or benefit to them. Third, it matches their economical status. It means that the price of the product is within their buying capability. When the consumers have high income earned, they are less sensitive to the price and vice versa.
2. Apply the concept of aspirational groups to the Blackberry brand. Should marketers have boundaries with regard to this concept?
Aspirational groups take responsibility for their own self-branding, Blackberry by design may promote or at least at one time would have promoted to a particular demographic, which was the young, male, city business high-flyer but now the image has changed and the Blackberry has broken down that particular imagery.
The aspirational groups can help in this area because when the aspirational groups see this as a trend, more people will buy this product and they will be able to maximize their
Push e-mail is used to describe e-mail systems that provide an "always-on “capability, in which new e-mail is instantly and actively transferred (pushed) as it arrives by the mail delivery agent (MDA)(commonly called mail server) to the mail user agent (MUA), also called the e-mail client. E-mail clients include Smartphone’s and, less strictly, IMAP personal computer mail applications. This means that users have the capacity to be notified of incoming emails and appointments as they received. In other words, each and every e-mail is delivered instantaneously and individually to handsets.
The buyers’ possible reasons before they arrive at a particular decision of purchasing a typical e-mail device is the device like push e-mail is within their interest. Interest in adoption process the consumer seeks to the information about the blackberry. Second, it is work-related to them, like the feature of the device of delivering e-mail instantaneously and individually to handset related to their job or benefit to them. Third, it matches their economical status. It means that the price of the product is within their buying capability. When the consumers have high income earned, they are less sensitive to the price and vice versa.
2. Apply the concept of aspirational groups to the Blackberry brand. Should marketers have boundaries with regard to this concept?
Aspirational groups take responsibility for their own self-branding, Blackberry by design may promote or at least at one time would have promoted to a particular demographic, which was the young, male, city business high-flyer but now the image has changed and the Blackberry has broken down that particular imagery.
The aspirational groups can help in this area because when the aspirational groups see this as a trend, more people will buy this product and they will be able to maximize their