Ipad市场营销 11页

MarketinginPracticeProjectName:郭淑君Class:510920Number:51092022Answerthefollowingquestions:11\n1.DiscussinyourownwordshowiPadasaproductfulfillstheconsumers’needsorwants.(5marks)Enteringtheinformationage,Peopleareinfluencedbytheinformativesocialandtechnologicalenvironment.Thecustomer’sdemandofinternetequipmentisbeingmoreandmore.Ipadgivessatisfactionsufficienttomeetdemandsorneeds.Asapc,ithasbroughttothelifeofpeoplewithcurious.ForcustomerswhosupportiPadthinkthatitissleekinappearanceandlightweight.iPadismainlyusedforInternetaccess,takingnotes,SNS,sendingandreceivingE-mail,browsingjournalsbooks,watchingvideolisteningtomusic,andplayinggames.Itisveryfastandlightly,thesoftwareisveryeasytonavigate.Ithasadecentspeaker,andevenatinymicrophone.ThelifeofiPad’sbatteryisgreatly,itcanlastaslongas11hoursand28minutes.Thereismuchfreesoftwareforyoutouse.2.DescribethesegmentofmarketforiPadinChina.(10marks)Marketsconsistofbuyersdifferinoneormoreways.Theymaydifferintheirwants,resources,locations,buyingattitudes,andbuyingpractices.Throughmarketsegmentation,companiesdividelarge,heterogeneousmarketsintosmallersegmentsthatcanbereachedmoreefficientlyandeffectivelywithproductsandservicesthatmatchtheiruniqueneeds.Amarketermusttrydifferentsegmentationvariables,aloneandincombination,tofindthebestwaytoviewthemarketstructure.Marketsegmentationistheprocessofslicingamarketforaparticularproductorserviceintoanumberofdifferentsegmentsaccordingtopurchasingbehaviorandhabitofcustomerssoastoselectandconfirmtargetmarket.”Amarketsegmentmeetsallofthefollowingcriteria，mainlyincluding11\ngeographicfactors（region，location，citysize，populationdensity，climateetc.）；Demographicfactors（sex,age,nationality，degreeofeducation，occupation，income，familycomposition）；Psychologicalfactors（lifestyle，classdivision，personalpreference）；Behaviorfactors（purchaseoccasion，profit，utilizationratio，brandloyaltyetc.）Onthebasisofmarketsegmentprinciples，iPadisabletocoverdiverseproductswithdifferentdesign,exterior,performance，pricefromtheanalysisofdemographicfactors；iPadoccupiestheabsolutesuperiorityascostumersalwayspursuethelatestandbestproductsfromtheanalysisofpsychologicalfactors.Fromtheanalysisofbehaviorfactors，Applehasmaintainedtobethemarketleaderandsharessuperiormarketreputation.AslongasiPadconsistentlyadheredtohigh-qualityservices,customerloyaltyistheleastamongalltheworries.Fromtheanalysisofutilizationratefactors，theadventofiPadwillbringmoreconveniencetocostumersascomputerhasbecomeoneoftheindispensableproductsinlife.AlthoughPCoccupiescomputermarketatthemoment，whichmerelybecauseiPadisjustattheinitialstage，mostpeopleadoptcautiousattitudetowardit.Therefore，iPadhasaverylargemarketfrommarketsegmentation.Itneedstobenotedthatmeasurability,accessibility,availabilityofbenefitanddiversityshouldbetakenintoconsiderationwhensubdividingthemarket.Otherwisethatwillraisethecostofenterprisesandexcessiveresourcedistributionetc.3.Analyzetwoofthefollowingmicroenvironmentfactorsthatmayaffectthesalesoftheproduct.(a)Whataresomeoftheeffectivemarketingintermediariesthatcanhelpthecompanytopromote,sell,11\nanddistributeiPad?(10marks)Theintermediariescancreategreaterefficiencyinmakinggoodsavailabletotargetmarkets.Throughtheircontact,experience,specialization,andscaleofoperation,intermediariesusuallyofferthefirmmorethanitcanachieveonitsown.IPad’sintermediariescanoffer:Physicaldistribution:transportingandstoringgoodsFinancing:acquiringandusingfundstocoverthecostsofthechannelworkRisktaking:assumingtherisksofcarryingoutthechannelwork.IPadtakeadvantageofintermediariesto:Informationgatheringandspreadingpersuasivecommunicationsaboutanoffer.Contact:FindingandcommunicatingwithprospectivebuyersMatching:shapingandfittingtheoffertothebuyers’needs,includingactivitiessuchAsmanufacturing,grading,assembling,andpackaging.Negotiation:Reachinganagreementonpriceandothertermsoftheoffersothatownershiporpossessioncanbetransferred.(b)HowcanApplepositiontheirofferingstronglyagainstitscompetitor?(10marks)PerformancePCIPadTabletPC.OrientationLuxuryPrice(dollar)Electronictechnologydevelopingquicklyandtheproductupdatesfaster11\nandfaster,thecompetitionisfiercely.iPadhastoinnovatecontinuouslyinordertooccupyandcontrolthecomputermarket.Toanenterpriseabettercompetitionstrategyisneeded,anditmustmakeclearlywhoisthecompetitor,ifitwantstosuccessinmarket.CompetitorAnalysis“Confirmingthecompetitorsofcompany.”iPad'scompetitorsincludeinPCandothersystemsTabletPC.“Determinethecompetitor’sgoals.”Basedonit,iPadcouldsetupitsmarketstrategycorrectly.“Confirmingcompetitorstrategy;Evaluatingtheadvantagesanddisadvantagesofcompetitor;Estimatingtheresponsepatternofcompetitor;Choosegoalswhotoattackoravoidance.”Differentcompanyhavedifferentcompetitionstrategy,itneedstomakeonestepfurtherinvestigation.“Basiccompetitionstrategy.”Thecompanycouldaccordtotheirgoals,resource,advantages,opportunities,andmakearightcompetitivestrategy.”“Competitivestrategyisbasedonmarketforces.”Accordingtotherolethatthecompanyactinginthemarket:Marketleader,Marketchallenger,Marketfollower.Anenterprisecanplaymanyroles,themainlyroleofiPadinthemarketismarketleaderandmarketchallenger.ForPC,iPadisamarketchallenger;ForothersystemTabletPC,iPadisamarketleader.Foramarketleader,inordertomaintainitsfirstposition,Appleneedstotakethreeactions:Expandingtheentiremarket:lookingfornewusers,developingnewfunction,improvingusageofproduct;Protectingmarketshare:uneasywiththestatusquo,innovationisthebestdefensivestrategies;Enlargemarketshare:updatingproduct,qualitystrategy,morebrandsstrategy,advertisingstrategies.However,marketchallengerdoesnotrashlyplayinincompletewinningcondition.ButiPadisanewproduct.FacingPC,itmustbeactamarketchallenger,soasamarketchallenger,iPadstilldomore.11\nInadditiontoiPad,othercompanieshavelaunchedtheproductlikeiPadTabletPC.Forexample,Samsung,Toshiba,Sony,Dell,HP,Malata.Amongthem,Apple,Toshiba,Malatasellingbest,Appleisonthetopofthemandhasintroduced9hotproducts,whileotherbrandsonlyhaveintroduced2to3products.4.WhataresomeoftheimportantdemographictrendsanddevelopmentsthatmayaffectthemarketingstrategyofAppleinChina?(10marks)Ingeneral,Chinaalreadyhadtheworld'slargestnumberofInternetuserslastyear,thisisundoubtedlythebestmarketforiPad.NumberofInternetusersinChinaisequivalenttoanannualincreaseofthepopulationofGermany,Chinacurrentlyhas420millionInternetusers,whiletheU.Shasonly2.4million.AccordingtothestatisticalresultsofInternetdata,thenumberofChinesenetizensoftheworld'smostpopularnetworkof20countries,30%ofInternetusers.China'silliteracyratefrom6.72%in2000downto4.08%lastyear,10millionpeoplewithcollegedegreesby3611peoplein2000roseto8930people.Thisreflectstheveryimageofuniversalaccesstonineyearsofcompulsoryeducation,HigherEducationDevelopmentinprogress,butalsofromanotherreflectionofthecontinuousimprovementofpopulationqualityinChina5.WhataresomeofthetechnologicalenvironmentfactorsthataffecttheproductdevelopmentofiPad?(10marks)iPadisnotmatureatpresent.Withthedevelopingandinnovatingoftechnology,thedesignofiPadwillbemorehumanization,whichmakesthe11\nfansmorefaithfuloniPad,andattractsmorenewcustomers.iPadupdatesitssoftwareonceayear.ManyAppleuserswillchoosetoupdateone.PCisenoughtoupdateseverythreeyears,andthePCmarketnearlysaturation.TabletPCcanreplacednetbooksoonerorlater,andbecomethesellwellgoodsincomputerfield.iPadisjustonekindofTabletPC,othersystemsofTabletPCareemerging.Therefore,iPadwillhasabrightfutureinthemarket.AtpresentipadtakeplaceoftheInternetphoneandlaptop,andinthenearyearsitwillEnteruserlife,andchangepeopledailylifestyle.AnditBecomedigitalhomefamilygateways.MaybeitwillMasterterminalchannels.6.BasedonyouranswerforQuestion2,discussbrieflytheadvantagesanddisadvantagesofapplyingthefollowingmarketingtargetingstrategiesforiPad.(a)UndifferentiatedMarketing(5marks)Afirmmightdecidetoignoremarketsegmentdifferencesandtargetthewholemarketwithoneoffer.IPadfocusesonwhatiscommonintheneedsofconsumersratherthanonwhatisdifferent,andcanappealtothelargestnumberofbuyers.Difficultiesariseindevelopingaproductorbrandthatwillsatisfyallconsumers.Moreover,massmarketersoftenhavetroublecompetingwithmore-focusedfirmsthatdoabetterjibofsatisfyingtheneedsofspecificsegmentsandniches.(b)DifferentiatedMarketing(5marks)Advantage:usingadifferentiatedmarketingstrategy,Appledecidestotargetseveralmarketsegmentanddesignsseparateoffersforeach.It11\nproducesipadforevery”purse、purpose、andpersonality”strategycaneduceconsumer'sensitivitytothemarketandstrengthennon-pricecompetitionmeans.Besides,productdifferentiationmakesmarketconcentrationtorise.Disadvantage:usingadifferentiatedmarketingstrategy,Appleisdifficultytotherisksfromappropriatedifferentiationdegree.Newproductsandthedevelopmentofnewtechnologyinputisbigger,thereexistcertaindegreeofinvestmentriskwhichApplemustconsider.What'smore,thechangesofthewholeeconomicmaybringrisktodifferentiationstrategy.(c)ConcentratedMarketing(5marks)Afirmgoesafteralargeshareofoneorafewsmallersegmentsorniches.Thisstrategyisgenerallyusedtohavespecializedresourcesorresourceslimitedcompaniesandenterprises.Apple’sloyaltycustomersmostarethehigherincome,Aimingatthehighsalarystratum,Enterprisescanbetterinvestigatetheresearchandproductrelatedtechnologies,markets,customersandcompetitorstodosoonvariousaspectsofthe“Knowingyourenemy”.andwillbetheformationoflow-costadvantageoftheproductstostandbeforecustomers.7.DescribesomeoftheactionstakenbyAppletobuildabrandforthecompany’sproductinthefollowingareas:(a)Brandpositioning(10marks)Marketersneedtopositiontheirbrandsclearlyintargetcustomers‘minds.Theycanpositionbrandsatanyofthreelevels.Atthelowestlevel,theycanpositionthebrandonproductattributes.Thus,thebodyshopmarketerscantalkabouttheirproducts’natural,environmentallyfriendlyingredients,uniquescents,andspecialtextures.However,attributesaretheleastdesirablelevelforbrandpositioning.Competitorscaneasilycopyattributes.Moreimportant11\narenotinterestedinattributesassuch;theyareinterestedinwhattheattributeswilldoforthem.iPadispossibletoestablishapositiononitsownfeatureandtheconditionofcompetitoraswellascustomercharacteristics.Theprimarywaysofmarketpositioningarecounterpositioning，hidepositioning，re-positioning，de-positioningandcompetitivepositioning.Marketpositioningcanbeachievedbyidentifyingamarketnicheforabrand,productorserviceutilizingtraditionalmarketingplacementstrategies.(b)Brandnameselection(10marks)Findingagoodbrandnamebeginswithacarefulreviewoftheproductanditsbenefits,thetargetmarket,andproposedmarketingstrategies.DesirablequalitiesforiPadincludethefollowing:(1)itshouldsuggestsomethingabouttheproduct’sbenefitsandqualities.(2)itshouldbeeasytopronounce,recognize,andremember.(3)itshouldbedistinctive.(4)itshouldbeextendable.(5)thenameshouldtranslateeasilyintoforeignlanguages.(6)itshouldbecapableofregistrationandlegalprotection.8.WhataresomeofthefactorsApplewillneedtoconsiderforsettingthepriceforiPad?(10marks)Priceorpricedecisionsrelatetotheprofit，costreimbursementandwhetheritwillhelpproductionmarketing，salespromotion.Themajorfactorsaffectingthepricingarecost,demandandcompetition.Whensettingprice,somefactorsshouldbeconsidered.Customerperceptionsoftheproduct’svaluesettheceilingforprices.Ifcustomersperceivethatthepriceisgreaterthantheproduct’svalue,theywillnotbuytheproduct.Productcostssetthefloorforprices.Ifthecompanypricestheproductbelowitscosts,companyprofitswillsuffer.Insettingitspricebetween11\nthesetwoextremes,thecompanymustconsideranumberofotherinternalandexternalfactors,includingitsoverallmarketingstrategyandmix,thenatureofmarketanddemand,andcompetitors’strategiesandprices.Ipadtakethelowpricestrategy,withthefastestspeedtoenterthemarket.IPADcomputerproductpriceisoneofthemainfactorstoinfluencethemarketdemandandpurchasingbehavior,itisrelateddirectlytoenterpriseincome.IPADcomputerproductspricingstrategyisappliedproper,canpromotethesaleoftheproduct,increasemarketshareandincreasethecompetitionabilityoftheenterprise.Conversely,itwillrestrictthesurvivalanddevelopmentofIPADcomputer.IPADcomputerinpricestrategyadoptedproductlinepositioningstrategy.Whentheproductlineandthepriceofproductofserieslittledifferences,thecustomerwillbuymoreadvancedproducts,atthismomentiftwoproductspricechangethancostdifferenceearnings,theincomeofIPADcomputerwillincrease;Andthepricedifferenceisbigger,customerwillbuylowerproducts.11\n11