ee. om ae eting Debate 7 atk’ snould YOU Target with New M&rketing pieg, ? mrots snsioe fod ucts experts maintain that geting asseatl pZpgrs through intensive research is the only way te, TKS Guccesg wt we,P28 J trap or successtul nee Prostata Other experts. eae ecto ty ro 308 Sro0e 92 nat CUsIOMES Can Possibly prone ty ora fara, wnat they don't know and cant ge er arr at wil lead to Breakthrough products, (20 ion: Consumer research is critéal to new. we. 2 Pravelopment versus COnsumer research may . set hat helpful in NeW -Product development. s : Excellence Graldl Nilay nm gpotadnamion bene [Past decade was the Pod MP3 oiaver. Nox ony has the ‘Pod become a cultural phenomena; introduced mariy Consumers to Apple and initiated & series ot monuments) >>Apple decade, Apple has become @ world leader product innovations. The iPod exemplified Appie’s:‘Beyond spurnng sales, the iPod has been central then, the iPhone had become a game aga | 1s chanang the way peopl feten to and use musi, ogc invention Appleook $19 bmg 5 cy aaa musica toler Mayer, “People feel theyre wenwige i 2009, end when the Bye tore ‘tatking through musicciogy” wen they use thei Pads, in 2010, showeasing Face Time video e.4 Mirah | iCacing them fo Ysten fo mexre muse, anc!wxth more pas. Jobs decierad i “Ihe most suocesaiy pega esd se ‘sion. The iPod has gone through a series of generations, Apple's history.” Prodi in| and along-the way Apple has added features Ike photo, Also i 2010, a media frenzy Nelped pas | Wi60, Sod Fa copsaioe the iPad, 8 mutitouch device that com, \ ‘Apple reached ils impressive market domination and feel of the iPhone with the power of 4! ough @ combination of shrewd product innovation The sick handield device Gives consumirs wei ee ee recta pom (Tule, Sook, res, cre, end vane eee for its target market—music lovers who wanted their the touch of a finger without mouse or keyooarq 452 | music. whenever and wherever. The marketing effort was marketing campaign emphasized its apnea) ie osigned! to appeal to Mac tans aswell as peopie Who had Pad? 1Pad is thin Pad is beat. Pad gong gv St | hot used Apple products inthe past. Ths Broader access and lasts al day, There is no right way or wang pars? | required a shit in Apple's channel strategies. As @ result, crazy powerll. I's magical. You already know hoy ay? ‘Apple added “mass electrone® retalere guch as Best Buy ft t's 200;000 apps and counting... N's ready se and (now defunct) Circuit City to its existing channels, lution and it’s only just begun.~ Sem: | quadrupling its number of outets ‘th $42 bilion in annual revenue, crpling Re mur ok A ete ne ee ati ata eee developed memorable, creatve “pur edvertsing that heed §1.3 bilion in 2008 alone, The comoany iakes guar Greve the ponclanty of he Pod, The Sihousites campsien, producing, and launching new products vey seanat foaturng people in sinoustte letanrg to [Pods and dancing, Win creative marketing support bering them tess es dopaared al over the word with a message simple enous. ucls ave the reason consumers and anaiyss aie say to work across cultures, portraying the iPod as cool but Not their toes awaiting Apple's latest product news. ia beyond the reach of anyone who enjoyed music. ‘As the iPod's popularity grew, @ halo effect helped increase Apple's market share in its other products. In Questions fact, in 2007 Apple officially changed its name from Apple al Comeuter inc 10 Appl Inc! X Heimiea iia tian attpa mn Peeieienae se hao" ett eam company's focus in noncomputer products. By 2009, Bn monumental. What makes the comoany so Precheales nad topped $8 bllon, andiby 2010 merethan 9004 t innowsion? 1s anyone comparable inoue 250 million had been sold worldwide. inihis reenact Apple's next-largest product launch after the iPod 2, How important was the !Pod to Apple's outer was the iPhone, its 2007 entry to the cell phone indus- cess? Discuss the significance of the none and ty. With its touch-screen pad, virtual Keyboard, and iPad launches to Apple's new product devoorest internet and e-mail capabilities, the iPhone launched to —_—_stratgy huge consumer excitement; peopie lined up for Hours tO 3, What's next for Apple? Should it conte to move bevamong the fist 10 buy one. But investment analysts ayy trom computers and toward more new htt feared Apple's two-year contract wih AT&T and high ini- eid devices? ° tial price would hinder the Phone's success. Seventy-four ays ater the product's debut, however, Apple had sold its one millionth iPhone. It had taken the iPod two years to Serene ae fee 2 rt reach the cumulative sales (61.1 millon) the iPhone had Srsesi7ieet mart 8 peso za Scent 120 ee Gator ts frt quarter. Infect, half theiPods’ DUES 0's, pbarenmhaon rs MeSH switched to AT&T from a different wireless carrier, incur FC‘pasty Gwe Fae: Pons, Pcs Tee” Se Oy a it ne ‘Toe Yur Jones, ‘Hon Lg Ca Pod Say Te” Cas Ana Te ring fees to break their contracts, just to have a chance to Pansat Bok totes ipsa aye Cn aes 7 ‘own an iPhone. — 7 “hay Paren,“A's lo sles Pos Dats Maran Hos Cel 8 “Over the next three years, Apple dropped the price of Rack On Pod” Buses, re 7, 2004, 9p. 130-31; SHAT gon? : : ‘and Ai. Mo Son ate ny 2 pa a Newey 25, 2008. 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