Marketing Audit Approach

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Marketing audit approach
The death of Apple Computer was predicted many times throughout the company's history. The price point for the Apple and Macintosh computers were higher than other PCs. Consumers thought there was not enough software available for the Mac. Consumers also felt that only graphic designers needed the computing power that the Mac offered. The introduction of the iMac in 1998 and the iPod in 2001, along with innovative advertising, changed many consumers' opinions (Wikipedia, 2006). This paper will focus on a marketing audit of the Apple iPod. Action plan

Topic choice – September 30, 2006
Gathering of data – October 3, 2006 – October 31, 2006
Analysis of data – November 1, 2006 – November 3, 2006
Write up of audit – November 4, 2006
Submission of audit – November 5, 2006
Key resources
University of Phoenix library
Articles on Internet which discuss the marketing of the iPod Areas to research and discuss
First, the marketing audit will present research on environmental aspects. What cultural changes have affected the market? Does Apple use cultural influences to the best of its abilities? What makes the iPod's technology better than competitors? What adjustments has Apple needed to make as technology advances? Has Apple been able to change customers' negative perceptions of the brand through its marketing? Does Apple understand the needs of a potential iPod user? Apple's marketing objectives for the iPod will also be discussed, along with Apple's strategies and tactics. The marketing mix (product, price, place, and promotion) will be analyzed. Finally, the marketing department's organization will be studied. Challenges

Finding enough specific data
Availability of information on competing products
Discrepancies in data found

Wikipedia. (2006). Apple Computer. Retrieved September 29, 2006, from
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