Apple I-Pod<br />Danelle Herman, Aaron Potts, Stephanie Miller, Josh Marostica, Paige Daniels<br />
HISTORY<br />Apple was founded in 1976 by Steve Jobs and Stephen Wazniak<br />They started off building simple computers i...
iPod<br />In 2001, Apple created a digital music playing device called the iPod.<br />This product was extremely popular a...
External Influences<br />Cross-Culture Variations<br />Sales increase at a fast pace, international sales are a big contri...
Recommendation 1<br />Apple should advertise and promote the iPod for more business related situations.  <br />Having new ...
Internal Influences<br />Perception<br />Exposure<br />Selective: Simpson’s, MadTV, Scary Movie 4<br />Voluntary: Stay-in-...
Marketing Strategy<br />Apple’s brand extension<br />Mac Computer<br />iPod: line extension<br />iPod Mini, iPod Nano, iPo...
Recommendation 2<br />Co-Branding<br />The Biggest Loser on NBC<br />24 Hour Fitness<br />Each contestant with an iPod<br ...
Motives<br />Manifest Motives<br />Small size<br />Large storage capacity<br />2-inch screen<br />Sort stored and labeled ...
Personality<br />Brand Equity<br />Apple has created a name for itself<br />First digital music player available<br />iTun...
Attitude<br />Affective<br />Feelings or Emotional Reactions<br />Cognitive<br />Consumers beliefs about an object<br />Be...
Recommendation 3<br />Celebrity Endorsements<br />Currently do not have any celebrity endorsers for iPod<br />Celebrity en...
Outlet Selection<br />Four major determents<br /><ul><li>Outlet location
Perceived risk
Atmospherics
 Sales personnel </li></li></ul><li>Sales Personnel <br />Influence consumer’s decision by <br /><ul><li>Personal preference
Understanding of the product
Ability to distinguish key features  </li></li></ul><li>Recommendation 4 <br />After speaking with a Best Buy sales associ...
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Apple iPod Slideshow

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My group and I's presentation for Consumer Behavior on the Apple iPod.

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Apple iPod Slideshow

  1. 1. Apple I-Pod<br />Danelle Herman, Aaron Potts, Stephanie Miller, Josh Marostica, Paige Daniels<br />
  2. 2. HISTORY<br />Apple was founded in 1976 by Steve Jobs and Stephen Wazniak<br />They started off building simple computers in Steve’s bedroom and eventually transformed into the company they are today. <br />Their company was named after Steve’s summer job, where he worked in an apple orchard. <br />
  3. 3. iPod<br />In 2001, Apple created a digital music playing device called the iPod.<br />This product was extremely popular and helped Apple become one of the top competitors in the technology industry. <br />The first generation iPod came with a 5GB hard drive and a scroll wheel that set it apart from other music playing devices<br />
  4. 4. External Influences<br />Cross-Culture Variations<br />Sales increase at a fast pace, international sales are a big contributor.<br />Values<br />Self, Environment, and Other<br />Changing American Society<br />Has become the “norm” for music players<br />
  5. 5. Recommendation 1<br />Apple should advertise and promote the iPod for more business related situations. <br />Having new and different functions for the iPod will broaden the areas that it can be used in which will increase sales even more. <br />The use of the iPod to train new employees, pod-casts, the distribution of information<br />
  6. 6. Internal Influences<br />Perception<br />Exposure<br />Selective: Simpson’s, MadTV, Scary Movie 4<br />Voluntary: Stay-in-touch<br />Attention<br />Stimulus Factors:<br />Address Adaption Level Theory<br />Situational Factors<br />Interpretation<br />Affective interpretation<br />Expectation Bias<br />Figure-ground<br />
  7. 7. Marketing Strategy<br />Apple’s brand extension<br />Mac Computer<br />iPod: line extension<br />iPod Mini, iPod Nano, iPod shuffle, iTouch<br />iPhone<br />Apple TV<br />Package Design <br />Simplicity, sophisticated, representative <br />Co-Branding<br />Nike+<br />Perceived fit <br />
  8. 8. Recommendation 2<br />Co-Branding<br />The Biggest Loser on NBC<br />24 Hour Fitness<br />Each contestant with an iPod<br />Image<br />Working out<br />Endurance<br />Health <br />Achieving goals<br />
  9. 9. Motives<br />Manifest Motives<br />Small size<br />Large storage capacity<br />2-inch screen<br />Sort stored and labeled music<br />Rechargeable lithium battery<br />Latent Motives<br />Status symbol<br />Individual colors, 9 different<br />Personality<br /> Fashion statement<br />
  10. 10. Personality<br />Brand Equity<br />Apple has created a name for itself<br />First digital music player available<br />iTunes<br />Personality<br />Innovation<br />Creativity<br />Hip <br />Fashionable<br />Cutting-edge<br />
  11. 11. Attitude<br />Affective<br />Feelings or Emotional Reactions<br />Cognitive<br />Consumers beliefs about an object<br />Behavioral <br />One’s tendency to respond in a certain manner toward an object<br />
  12. 12. Recommendation 3<br />Celebrity Endorsements<br />Currently do not have any celebrity endorsers for iPod<br />Celebrity endorsements change consumers attitude toward the product<br />Boosts credibility and creates a desire for the product<br />
  13. 13. Outlet Selection<br />Four major determents<br /><ul><li>Outlet location
  14. 14. Perceived risk
  15. 15. Atmospherics
  16. 16. Sales personnel </li></li></ul><li>Sales Personnel <br />Influence consumer’s decision by <br /><ul><li>Personal preference
  17. 17. Understanding of the product
  18. 18. Ability to distinguish key features </li></li></ul><li>Recommendation 4 <br />After speaking with a Best Buy sales associates it became apparent that Apple does not introduce their product at their distribution stores. <br />Apple does not explain <br />The modifications they made to the new generation iPods<br />The distinguishing features have from the previous iPods <br />Effectively work the iPod <br />We recommend that Apple sends a iPod expert to all distribution stores. There they will explain the new features, any modifications, and how to properly work the iPod. This will help Apple consumer have a better understanding of the product they buy before purchasing it. This will eliminate post purchase dissonance. <br />
  19. 19. E-Commerce<br />Content<br /><ul><li>Simple colors
  20. 20. Product information
  21. 21. Easy Navigation</li></ul>Communication<br /><ul><li>Customer Support</li></ul>Commerce<br /><ul><li>Privacy Policies
  22. 22. Secure Transactions</li></li></ul><li>Apple and the Environment<br />Most of Apple’s efforts are directed towards their Mac computers<br />Changed packaging<br />Recycle iPods and the packaging- Asia, Europe, and Australia<br />
  23. 23. THE END<br />

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