Target and Positioning
Running head: TARGETING AND POSITIONING PAPER
iPod
Targeting and Positioning d University of Phoenix
MKT 463
Targeting and Positioning the iPod There are many factors to consider when marketing a new or existing product. Segmentation, targeting, and positioning are important when identifying the specific target market, examining the role that consumer behavior plays when applying basic marketing concepts, and examining the impact of purchase trends on consumer behavior. Internal and external influences on consumer behavior are all factors that must be considered when applying marketing strategies. Learning and memory theories are also factors considered when applying marketing strategies. In addition, strategies for repositioning the 4 P’s (product, price, promotion, and place) as they relate to consumer behavior must be initiated. The elements of the consumer decision-making process must also be considered as well as analyzing the post-purchase process of the target customer. And finally, developing a timetable and criteria for measuring the success of the repositioning strategy is important. This paper will discuss the factors and the impact they have on repositioning of the iPod. Target Market for the iPod Since the inception of the iPod in 2001, the target market has basically been the same. The popularity of the product indicates consumers are between the ages of 12 and 34, the iPod is used by both female and male, most consumers are middle to upper class, and the product is targeted to those who have a desire for literature and music (Johannes, 2006). Since 2001, the technology of the iPod has changed. Not only does the iPod play music, consumers can now download recipes. With the development of the video iPod last fall, ABC, NBC, and MTV have capabilities for consumers to download such programs as Lost, Commander in Chief, The Office, and South Park. This new technology has expanded the market to attract consumers
iPod
Targeting and Positioning d University of Phoenix
MKT 463
Targeting and Positioning the iPod There are many factors to consider when marketing a new or existing product. Segmentation, targeting, and positioning are important when identifying the specific target market, examining the role that consumer behavior plays when applying basic marketing concepts, and examining the impact of purchase trends on consumer behavior. Internal and external influences on consumer behavior are all factors that must be considered when applying marketing strategies. Learning and memory theories are also factors considered when applying marketing strategies. In addition, strategies for repositioning the 4 P’s (product, price, promotion, and place) as they relate to consumer behavior must be initiated. The elements of the consumer decision-making process must also be considered as well as analyzing the post-purchase process of the target customer. And finally, developing a timetable and criteria for measuring the success of the repositioning strategy is important. This paper will discuss the factors and the impact they have on repositioning of the iPod. Target Market for the iPod Since the inception of the iPod in 2001, the target market has basically been the same. The popularity of the product indicates consumers are between the ages of 12 and 34, the iPod is used by both female and male, most consumers are middle to upper class, and the product is targeted to those who have a desire for literature and music (Johannes, 2006). Since 2001, the technology of the iPod has changed. Not only does the iPod play music, consumers can now download recipes. With the development of the video iPod last fall, ABC, NBC, and MTV have capabilities for consumers to download such programs as Lost, Commander in Chief, The Office, and South Park. This new technology has expanded the market to attract consumers
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