Repositioning Mkt 441

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The iPhone is a mulit-media and internet enabled quad-band GSM (Global Systems Mobile Communications) supported mobile designed and marketed by Apple. A users input is accomplished by multi-touch screen with virtual keys and buttons. The iPhone functions include those of a camera phone, portable media player (iPod) in addition to text messaging and visual voice mail. The iPhone internet services including e-mail, web-browsing and local Wi-Fi connection. (apple.com/iPhoneinformation) The introduction to the iPhone is a moment that consumers have been waiting for a long time. The fact is that the race is on to get the iPhone into consumer’s hands. To make the iPhone a success, Apple has to take into consideration on the repositioning of the iPhone. Apple wants to reposition the appeal of the iPhone in order for the iPhone to attract new market segments. Apple is reconsidering the place/distribution of the iPhone, tax ramification for on-line purchases, evaluate consumers level of involvement for the iPhone, post decision making process, and finally how to measure the success of the repositioning of the iPhone.
Positioning
Positioning the iPhone was a major part of the marketing strategy for Apple. When organizations position a product on the market the goal is to find a way to make the product appeal to potential buyers. What makes a product different from the competition? The Apple iPhone utilized many different strategies and techniques to make the iPhone stand above similar product.
The iPhone is the first smart phone that offered consumer the wide range of diversity within one phone. When Apple began positioning the iPhone on the market a report was sent out to the public. The report showed the phones that “Apple selected for its side-by-side comparison include the Nokia N95, the Samsung Blackjack, the BlackBerry Curve 8300, and the Palm Treo 750” (Macworld, 2007, ¶ 5).
. These phones offered many of the same capabilities but there are different

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