Positive Attitudes

Topics: Marketing, Apple Inc., IPhone Pages: 20 (3711 words) Published: December 8, 2011
With reference to appropriate consumer behaviour models and theories explain how marketers try to generate positive attitudes towards brands. Your answer should make frequent use of examples of the marketing activities of an organisation of your choice.

|consumer attitudes are learned, stored and retrieved and use of examples (attention, perception, learning, | |memory systems and processes) 35% | |attitude models and use of examples (multi-attribute models, theory of reasoned action, heuristic models). 30%| |role of attitude in the decision making process and use of examples (consumer decision process, evaluation of | |alternatives, consideration set, categorisation process) 25% |


List of figuresII




4.4 P’s Product, Price, Place,Packaging




Appendix : Storyboard: Advert Iphone4s p

Appendix : Iphone 4s Christmas advert

List of figures

Figure 1:

Figure 2: Maslow‘s hierarchy of needs

Figure 3:

Figure 4: Means-end chain for the brand Apple

Figure 5: Positioning strategy of Apple product Iphone4s

Figure 6: Translate mean-end chain into Iphone4s

Figure 13: Product placement in Apple store

Figure 14: Brand evaluation using Fishbein‘s multiattribute

Introduction (own words)

In June 2010, Apple released the fourth iPhone4 and a year later introduced the newer model Iphone4s I am going to discuss the Iphone 4s campaign and how Apples marketers have helped consumers generate psotove attitdes towards the Iphone 4s

Attitudes have three dimensions: cognitive (thoughts), affective (feelings) and behavioural (doing) eg I belive Iphone4s operates well (cognitive), using my iphone4s makes me feel fashionable (affective), I always buy my phone from Apple (behaviour)

[pic] [pic]

Picture of iPhone 4s advert and iPhone 4 advert (source apple.com)

Outwardly, 4S features the exact same make design and quality from your prior iPhone 4.

Theoretical framework and Analysis -(none of my words)

Positive is defined as hopeful and confident, or giving cause for hope and confidence. (cambridgedictionary.co.uk)

Attitude is defined as a feeling or opinion about something or someone, or a way of behaving that is caused by this. (cambridgedictionary.co.uk)

iPhone 4S is the first Apple phone which includes a retina display, which provides extremely crisp and clean texts and visuals. Download speeds up to 14.4 Megabytes per second, which is usually a good development in the measly 10 Megabyte per second the older apple iPhone 4 delivers. 8-megapixel camera and CMOS indicator. Other than supplying high-quality images and videos, t Siri, its new voice control computer software, permits you to definitely go through texts, set pointers, and handle other tasks without lifting a finger (apple.com)

“Apple products build on each other, with the effect that Apple users are locked in to both the company and its design metaphors.” (economist.com)

The usp (unique selling point) is Siri, a voice-activated personal assistant. Ask if it's going to be chilly in London tomorrow and it'll say "no, seven degrees doesn't seem all that cold". You can even ask it to remind you to pick up your dry cleaning when you leave work. When the phone's GPS spots that you're moving, it pings you a message.(independent)

In order to satisfy customer needs profitably the business must understand it’s External and internal situation, including the customer, the marketing environment. And the firm’s own capabilities: a situational analysis (The marketing environment, Philip Kotler)

Apple has positioned itself as a maker of user-friendly products. Apple has done a lot through its advertising to promote itself, through its unintimidating icons, as technology for...
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