Ipad市场营销Word文件下载.docx
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Ipad市场营销Word文件下载.docx
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51092022
Answerthefollowingquestions:
1.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,mainlyincludinggeographicfactors(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,anddistributeiPad?
(10marks)
Theintermediariescancreategreaterefficiencyinmakinggoodsavailabletotargetmarkets.Throughtheircontact,experience,specialization,andscaleofoperation,intermediariesusuallyofferthefirmmorethanitcanachieveonitsown.
IPad’sintermediariescanoffer:
Physicaldistribution:
transportingandstoringgoods
Financing:
acquiringandusingfundstocoverthecostsofthechannelwork
Risktaking:
assumingtherisksofcarryingoutthechannelwork.
IPadtakeadvantageofintermediariesto:
Informationgatheringandspreadingpersuasivecommunicationsaboutanoffer.
Contact:
Findingandcommunicatingwithprospectivebuyers
Matching:
shapingandfittingtheoffertothebuyers’needs,includingactivitiessuch
Asmanufacturing,grading,assembling,andpackaging.
Negotiation:
Reachinganagreementonpriceandothertermsoftheoffersothatownershiporpossessioncanbetransferred.
(b)HowcanApplepositiontheirofferingstronglyagainstitscompetitor?
Electronictechnologydevelopingquicklyandtheproductupdatesfasterandfaster,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.
InadditiontoiPad,othercompanieshavelaunchedtheproductlikeiPadTabletPC.Forexample,Samsung,Toshiba,Sony,Dell,HP,Malata.Amongthem,Apple,Toshiba,Malatasellingbest,Appleisonthetopofthemandhasintroduced9hotproducts,whileotherbrandsonlyhaveintroduced2to3products.
4.WhataresomeoftheimportantdemographictrendsanddevelopmentsthatmayaffectthemarketingstrategyofAppleinChina?
Ingeneral,Chinaalreadyhadtheworld'
slargestnumberofInternetuserslastyear,thisisundoubtedlythebestmarketforiPad.NumberofInternetusersinChinaisequivalenttoanannualincreaseofthepopulationofGermany,Chinacurrentlyhas420millionInternetusers,whiletheU.Shasonly2.4million.AccordingtothestatisticalresultsofInternetdata,thenumberofChinesenetizensoftheworld'
smostpopularnetworkof20countries,30%ofInternetusers.
China'
silliteracyratefrom6.72%in2000downto4.08%lastyear,10millionpeoplewithcollegedegreesby3611peoplein2000roseto8930people.Thisreflectstheveryimageofuniversalaccesstonineyearsofcompulsoryeducation,HigherEducationDevelopmentinprogress,butalsofromanotherreflectionofthecontinuousimprovementofpopulationqualityinChina
5.WhataresomeofthetechnologicalenvironmentfactorsthataffecttheproductdevelopmentofiPad?
iPadisnotmatureatpresent.Withthedevelopingandinnovatingoftechnology,thedesignofiPadwillbemorehumanization,whichmakesthefansmorefaithfuloniPad,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.Itproducesipadforevery”purse、purpose、andpersonality”strategycaneduceconsumer'
sensitivitytothemarketandstrengthennon-pricecompetitionmeans.Besides,productdifferentiationmakesmarketconcentrationtori
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