- •Corporate objectives need to be smart. Why do they need to be smart and what it means is explained bellow.
- •Realistic objectives
- •Understanding and keeping ahead of competition
- •It wasn’t a completely new product though.
- •The need to be innovative and enterprising when identifying opportunities in the market place
- •Communicating effectively with consumers to satisfy their expectations
- •Dealing with internal and external constraints that may hamper marketing activities
- •Marketing Mix
- •Product
- •Promotion
- •Increasing sales and profits
- •Disadvantages:
- •It’s cheaper to advertise on the radio
- •It is expensive, but costs less than advertising on tv.
- •Disadvantages:
- •Disadvantages:
- •Disadvantages:
- •Disadvantages:
- •Below-the-line promotion
- •One level channel
- •Two level channel
- •Three level channel
- •It is more profitable to sell direct to the customer though, because it allows businesses to save the costs of supplying their products to the retailers or wholesalers.
- •Business Organisation. (Functional areas of the business, roles, responsibilities of the departments and marketing objectives.)
- •Corporate objectives
- •Marketing objectives of Apple
- •Marketing Mix
- •IPod (musical digital player)
- •Segmentation
- •Branding
- •Product features and attributes
- •Apple Sells Record Number of Macs for q4 2007
- •Is currently successfully diversifying into digital players’ market.
- •Weaknesses
- •Opportunities
- •Threats
- •Respondents
- •Apple Questionnaire
- •Economic
- •Technological
- •Focus Group
- •How Focus Group should be organised.
- •Advert No.1
- •Advert No.2
- •Advert No.3
- •Advert No.4
Apple Questionnaire
iGoggles
How old are you? (Circle the category which fits your age or write it in space provided, if it doesn’t fit any of the categories given bellow):
(8-17)
(18-25)
(26-35)
(36-45)
Other………
What is your gender? (Male/Female)
How often do you swim? (Circle the answer which fits you best)
Several times a week
Once a week
Once a month
Other…………………………………
Don’t do swimming at all
Which is your preferred brand of the mp3 player?
Apple
Walkman
Archos
iRiver
Samsung
Other………………….
Would you like to listen to the music while you are swimming? (Yes/No)
Would you like to have swimming goggles with a digital player build in? (Yes/No)
How much would you pay for the new iGoggles? (Circle preferred price or write down the one, which is in your opinion a fair price (in pounds) for this product and the reason why)
£35-44 e) Other…........
£45-54 Why?........................................................................
£55-64 ……………………………………………………
£65-74
What is your favourite TV channel?
Eurosport
MTV
Channel 4
Sky Sport
ITV
Other……………..
What is your favourite TV program?
One Three Hill
Desperate Housewives
Top Gear
The OC
Lost
Other
What is your favourite magazine:
Top Gear
Cosmopolitan
Means Health
FHM
Rugby World
Q
Other
What website do you visit most often?
facebook
apple.com
iTunes
bbcsport.co.uk
eurosport.com
other music websites
other news websites
Other
What celebrity do you think would advertise new iGoggles best? (Write the name of the celebrity)
David Davies
David Roberts
Nyree Lewis
Claire Warne
Other
Celebrity wouldn’t influence decision
What promotional offers might encourage your purchase?
money off coupons
discounts
competitors
free gym membership for 1 month
free download service on iTunes for 1month
Where would you like to purchase new iGoggles?
gym/fitness centre
sports shop
supermarket
on-line
electronic shop/computer shop
Apple store