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Marketing Iphone

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Marketing Iphone
Marketing the iPhone

Introduction to Marketing
Table of Content
Introduction ……………………………………………………………………………………….3
About the iPhone ...………………………………………………………………………………..3
Marketing Concept ...……………………………………………………………………………...4
Social Responsibility ..…………………………………………………….………………….......5
Target Market ……………………………………………………………………………………..6
Marketing Environment …...………………………………………………………………….......7
Competition …………………………………………………………………………………….....8
Market Segmentation ……………………………………………………………………………..9
Positioning …………………………………………………………………………………..…..10
Demographic Profile ………………………………………………………………………….....11
Target Market Behavior …………………………………………………………………………12
Product Component …………………………………………………………………………......13
Product Life Cycle ………………………………………………………………………………14
Distribution Component …………………………………………………………………………15
Use of Intermediaries & Promotion Component ………………………………………………..16
Advertising Media and Strategies …………………………………………………………….....16
Advertising Campaign Objective ………………………………………………………………..17
Pricing Objective, Policy & Techniques ………………………………………………………...17
Conclusion ………………………………………………………………………………………18
Works Cited ……………………………………………………………………………………..20

Introduction
The iPhone was one of the most anticipated products from Apple Inc. Apple is a computer hardware and software vendor that is known as a trend-setter in the computer industry. Its products have shaken up the tech market several times, with the iPhone being one of the most popular. Apple enjoys free coverage when launching their products, particularly the iPhone, with just an announcement that will generate millions of dollars. Without the use of outside focus groups, their public relations department has a planned strategy, which is the element of surprise (O’Grady). The iPhone entered the market at a time when their potential competitors were lacking a product with the capabilities of the iPhone. Apple’s focused on efforts to keep their customers satisfied with quick


Cited: Elmer-DeWitt, Philip. “6 Ways iPhone and Android Users Differ.” CNN Fortune. 2010 Feb 25 Miller, Paul. “iPhone 4 Announced, Launching June 24 for $199 with New FaceTime Video Chat.” Engadget. 2010 July 6. Web 10 Dec. 2010 <http://www.engadget.com/2010/06/07/iPhone-4-announced/> Morris, Keiko “Why is the iPhone so Expensive?” Knowswhy.com. 2010. Web 13 Dec 2010.
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