Product, Pricing, and Channels Paper Grading Guide MKT/421 Version 13 1 Product, Pricing, and Channels Paper Grading Guide Content 60 Percent Points Available 6 Points Earned X/6 Additional Comments: · All key elements of the assignment are covered in a substantive way. · Do you provide a detailed description of the features and benefits of your product or service as well as the needs it solves? · Do you successfully identify the various phases of the product lifecycle as well as how marketing efforts change in each phase? · Do you describe the packaging you will use for your product or service and identify how it will add value? · Do you select the appropriate pricing strategy and provide a detailed explanation as to why? · Do you identify the proper channel of distribution and describe the value each channel partner will add? · Is the content of your paper comprehensive, accurate, and persuasive? · Does it display an understanding of materials covered in assigned readings and videos? · Are the major points supported by details and examples from the assigned readings and videos? · Have you gone beyond the textbook for resources to complete the assignment? · Have you shown your thought process in assessing the problem and arriving at a decision, not just regurgitating content from your readings and research? Organization / Development 20 Percent Points Available 2 Points Earned X/2 Additional Comments: · The paper is no more than 1500 words in length. · The tone is appropriate to the content and assignment. · Does your introduction provide a sufficient background on the topic and preview the major points to be covered so that an executive could understand your assessment from only the introduction? · Is the central theme or main purpose immediately clear in your paper? · Is the structure of your paper clear, logical, and easy to follow? · Do subsequent sections in your paper develop and support the central theme? · Do your conclusions and recommendations follow logically the body of the paper? · Does your paper have one voice rather than several? Mechanics 20 Percent Points Available 2 Points Earned X/2 Additional Comments: · The paper—including tables and graphs, headings, title page, and reference page— is consistent with APA formatting guidelines and meets course-level requirements. · Intellectual property is recognized with in-text citations and a reference page. · Rules of grammar, usage, and punctuation are followed. · Sentences are complete, clear, and concise. · Sentences are well constructed, strong, and varied. · Sentence transitions are present and maintain the flow of thought. · Paragraph transitions are present, logical, and maintain the flow throughout the paper. · The use of the first person is avoided. · Spelling is correct. Total Available Total Earned 10 X/10 Copyright © 2013 by University of Phoenix. All rights reserved. Running head: STRATEGY AND POSITIONING 1 STRATEGY AND POSITIONING 2 Strategy ...

1. Product, Pricing, and Channels Paper Grading Guide
MKT/421 Version 13
1
Product, Pricing, and Channels Paper Grading Guide
Content
60 Percent
Points Available
6
Points Earned
X/6
Additional Comments:
· All key elements of the assignment are covered in a
substantive way.
· Do you provide a detailed description of the features and
benefits of your product or service as well as the needs it
solves?
· Do you successfully identify the various phases of the product
lifecycle as well as how marketing efforts change in each
phase?
· Do you describe the packaging you will use for your product
or service and identify how it will add value?
· Do you select the appropriate pricing strategy and provide a
detailed explanation as to why?
· Do you identify the proper channel of distribution and
describe the value each channel partner will add?
· Is the content of your paper comprehensive, accurate, and
persuasive?
· Does it display an understanding of materials covered in
assigned readings and videos?
· Are the major points supported by details and examples from
the assigned readings and videos?

2. · Have you gone beyond the textbook for resources to complete
the assignment?
· Have you shown your thought process in assessing the
problem and arriving at a decision, not just regurgitating
content from your readings and research?
Organization / Development
20 Percent
Points Available
2
Points Earned
X/2
Additional Comments:
· The paper is no more than 1500 words in length.
· The tone is appropriate to the content and assignment.
· Does your introduction provide a sufficient background on the
topic and preview the major points to be covered so that an
executive could understand your assessment from only the
introduction?
· Is the central theme or main purpose immediately clear in your
paper?
· Is the structure of your paper clear, logical, and easy to
follow?
· Do subsequent sections in your paper develop and support the
central theme?
· Do your conclusions and recommendations follow logically
the body of the paper?
· Does your paper have one voice rather than several?

3. Mechanics
20 Percent
Points Available
2
Points Earned
X/2
Additional Comments:
· The paper—including tables and graphs, headings, title page,
and reference page— is consistent with APA formatting
guidelines and meets course-level requirements.
· Intellectual property is recognized with in-text citations and a
reference page.
· Rules of grammar, usage, and punctuation are followed.
· Sentences are complete, clear, and concise.
· Sentences are well constructed, strong, and varied.
· Sentence transitions are present and maintain the flow of
thought.
· Paragraph transitions are present, logical, and maintain the
flow throughout the paper.
· The use of the first person is avoided.
· Spelling is correct.
Total Available
Total Earned
10
X/10
Copyright © 2013 by University of Phoenix. All rights reserved.

4. Running head: STRATEGY AND POSITIONING
1
STRATEGY AND POSITIONING
2
Strategy and Positioning
421
June 16, 2014
Strategy and Positioning
Overview
Apple Inc. incorporated in 1977. Their business model has been
design, production and promotion of personal computers,
messaging and communication devices, mobile media, laptops
and other portable digital equipment. The company also
produces a wide range of associated software applications,
secondary merchandise and services; the most well known
among these: iPhone, IPod, iPad, Mac Book, IOS and OSX
systems. Apple recently purchased a seed company from Silicon
Valley that focuses on smartphone applications and sells
products and software to government buyers (Reuters, 2014).
Computers have existed for several decades. Essentially, the
computer, as we know it, is a very crude substitute for an
external brain. No computer on Earth has ever been able to
approach the complexity and capacity of the human mind.
Technology’s attempts to simulate the complexity of even a
small segment of the brain still seem overwhelmingly futile. In
light of these limits, one logical solution is to develop a device
that will join forces with a user’s mind rather than competing
with it. One might assume that the characteristics of such a
device would be present too much complexity; however, it may
be very simple. Much like a computer or smartphone, the brain
runs on electricity.
The chemical reactions that occur when we produce a thought

5. create a reaction within our brain cells (or neurons). This
electrical impulse releases chemicals (neurotransmitters) which
in turn control the degree of energy of other electrical impulses.
It is this impulse which controls the level of release (and type
of) neurotransmitter that will influence the next electrical
impulse. The psychiatric world commonly refers to this process
as neural “firing.” It is common knowledge that these electrical
impulses can travel to a set of electrodes when attached to the
scalp of a subject. The key to harnessing and controlling how a
thought is captured and translated lies within this practice. If a
smart phone is able to translate refractory periods, it may be
able to decipher thought through an interface.
Controlling machinery with thought involves capturing the
thought impulse. Each impulse would travel to a receptor center
which developers would model after a neural receptor cell. The
idea of communication is to transfer thought to another person.
The interface that can send a message directly to another
person’s brain might, at some point, circumvent the need for a
device (Oxbridge Biotech Roundtable, 2014).
SWOT Analysis
Strengths
Strengths of the Offering.
The biomedical engineering aspect of a prospective device is
fairly straightforward. The developer could model the non-
invasive device link to the brain after the EEG and neuro-
prosthesis mechanisms. The primary goal is to eliminate typing
and speech through the smart-phone and either accepting or
rejecting the reproduction of the thought, prior to transmitting
the message to the recipient. This will enable the user to avoid
miscommunication or unintended words or messages. To
accomplish this, the built-in receptor would also function as a
filter or thought sifter. If this device is intuitive, it may, at
some point, develop the capability to “auto-sift” as the program
learns what thoughts the user tends to transmit accidentally and
what messages he or she wishes to convey in a given

6. circumstance or to a certain contact (Oxbridge Biotech
Roundtable, 2014).
Strengths of the Company.
Apple’s strengths lie in its reputation. The company’s marketing
and advertizing capabilities are strong, and its production,
manufacturing and distribution is available through numerous
channels in the United States.
Weaknesses
Weaknesses of the Offering.
The capability and knowledge available in the area of neuro-
prosthetics as it relates to electronic based non- invasive
technology is not as abundant on the biomedical engineering
side. Understandably, devices that are exclusively for medical
purposes hold a position of priority in this field of research. The
efforts to establish adequate manufacturing and testing might be
a challenge (Michigan News University of Michigan, 2014).
Weaknesses of the Company.
The weaknesses of Apple are in their product span, pricing
levels and in their delivery conduits in Asia and India. The
company also demonstrates limitations in area of product
innovation, which this offering might help to remedy. Another
of Apple’s major weakness is in system compatibility.
Compatibility with software and hardware systems is a major
challenge, as is the overall integrative functionality with other
operating systems. This weakness may shed light on the
company’s heavy dependence on iPhone, iPad and Mac Book
sales (Reuters, 2014).
Opportunities
Opportunities of the Offering.
The offering would address the challenge the company has been
enduring with regards to innovation and advancement. It would
also possibly be a viable alternative to the iPhone and iPad and
would offer the market an alternative to these products; thereby
diminishing the dependence that the company has on iPad and
iPhone demand. The product would be a huge advancement in

7. technology and, if developed well, may eliminate and preclude
competition for an indefinite period of time; which would boost
profitability and share prices tremendously.
Opportunities of the Company.
Opportunities for Apple are mainly in the areas of acquisition of
other similar companies in the market space, mobile payment
capability, and clip-on gear. The biggest opportunity for Apple
(or any company in its sector) is the discovery and development
of a product that, like the iPhone, becomes a product that
consumers covet more than any other device. That has always
been the ultimate opportunity in this market space.
Threats
Threats to the Offering.
The threats exist mainly in patent claims and resulting lawsuits.
There are other companies and research groups who are working
on similar technology. Competition threats exist with these
same groups. Other companies or developers may seek patents
or have already received pending patents on similar technology
(Reuters, 2014).
Threats to the Company.
The company is currently “king of the mountain.” Apple has a
strong market share and industry position at the top; other
companies want to push it down and take its place. The
company is perpetually attempting to innovate with the same
products. The competition is the biggest threat at the present
time. The companies that pose immediate threats are Microsoft,
Android, Nokia and Samsung (Reuters, 2014).
Target Market
Releasing new products is uncommon for the Apple
organization. Consumers know Apple for its production of
computers in the early 2000’s. However, in October of 2001
Apple released the iPod which was their first non-computer

8. product. The iPod was a great idea that took the place of the
compact disc player by introducing hard-drive based digital
music player. Although this new product was guaranteed to be a
great selling product and consumers found the iPod to be
amazing, the sales for the IPod were not high. The reason for
the low sales of the iPod was because of the pricing. The iPod’s
pricing began at 399.00 dollars when it first came out; therefore
the target market for the IPod was primarily wealthy consumers.
The iPod did make a turnaround in late 2003, because apple
made it available for windows computers to download ITunes.
ITunes allows consumers to bypass compact disc altogether.
Consumers were able to download music from ITunes on to
their IPod which made the Apple company over 70 million
dollars. With the company making so much money from the
transformation, the prices for IPods began to fall. To this day
this product has changed the way that the world listens to music
through one of Apples product.
Apple understands that there are many trials and errors that
come from marketing a new product. This is why coming up
with a product that interacts with peoples brains will take time
to market but will be a big success (Sanford, 2014).
A product is currently in development that interacts with the
human brain. The company can target this product to many
types of consumers because of the technology intrigue.
However, when this product becomes public, the company
would do well to attract the interest of the loyal Apple
customers first. The design of the product must be a
representation of Apple Inc. The second most important focus of
the target market is consumers between the age of 18- 34.
People in this age bracket are more likely to buy new
technology. The product should not be so expensive that Apple
loses some of its target market. It is very important that the
target market can afford this product, so there is not a situation
similar to 2001 with the introduction of the iPod.

9. The Needs that Drive Purchase
The Need for the target market to buy this product is apparent
because of how much easier life can be for the product’s
consumers. Logically, a consumer would want to use this
product because it takes hands free to another level. To imagine
a product that interacts with one’s mind to accomplish daily
tasks (answering emails inconspicuously in the middle of
meetings, accessing information without speaking or touching,
use while driving a vehicle) it would be very convenient for a
consumer to answer phone calls or play music just by thinking
of whatever they want. The product would allow consumers to
multitask in many different areas whether it be home, business,
or leisure.
Industry Category
Apple Inc. is in the technology sector. This product would
specifically fall within the Radio and Television Broadcasting
and Wireless Communications Equipment Manufacturing sub-
sector (Investorguide, 2014).
Solves the Target's Needs
This product will meet specific needs of the typical individual
that this industry and market sector targets. It will do so with a
massive increase in the speed and effectiveness of
communication, multi-tasking, research and access to
information. This is just the beginning: the public market will
perceive this device as limitless with regards to what it can do
and how closely it can assimilate with (and familiarize itself
with) the individual user.
Organizations Competition
Samsung is Apple’s primary competitor because of their smart-
phone sales. Samsung does not surpass Apple, but a lot of
different consumers use their products. Actually, all of the
Android smart-phones are competitors to Apple because Apple

10. only sells the iPhone. With Samsung, Windows, LTC, and many
other smart-phone companies competing to make the most sales,
Apple is forced to come up with new ideas to keep their phone
sales high. The Mac-Book is a computer made by Apple the
Mac-Book’s competition is the windows computer. When
considering overall sales, Windows has sold more computers
then Apple.
The last piece of major technology for Apple is the iPad.
Although the iPad started the beginning of the android tablets,
the tablets are still major competition to the iPad. When Apple
releases this new technology, it will not be long before
Androids begin making the same product.
What makes the organization different from competitors?
Apple is different from its competition in that Apple is its own
brand. For example, one could say that Dell competes with the
Mac-Book made by Apple. The Dell computer is made by Dell,
but uses windows operating system. Unlike Dell Apple uses its
own operating system therefore makes it a unique brand. Apple
also ensures that it is close to impossible for their products to
catch viruses. The Apple brand also stands apart from it
competition because of its individuality consumer get from their
products and like most luxury brand names Apple stands apart
from the rest. Apple stands apart because other companies
really don’t have their own design team and find themselves
following behind Apples lead. It is difficult for Apples
competition to sale more than apple when the competition is
usually copying ideas from Apple (Barjarin, 2014).
Needs Leading to Consumer to Purchase
Logical Needs
Consumers buy smart-phones for convenience and
communication freedom. If a business person is on the road
frequently, he or she will have access to information and can

11. respond in a timely way. This device will expedite
communication well beyond any prior capabilities. Surely this is
an evolutionary product. It will become more and more
streamlined as it evolves. The limited knowledge that we have
and are working with must be used to streamline use and
eliminate any glitches, so that the end result is customer
satisfaction. The purely logical use for this product is to bridge
gaps in communication, time and space while avoiding any
overly invasive aspects (Oxbridge Biotech Roundtable, 2014).
Emotional Needs
The human desire for the latest gadget is the primary reason for
the massive market share that the cell-smart-phone industry
enjoys. Since its introduction to the market, the cell phone has
been an increasingly sought after item. It was not as common
when it first broke into the market. This may be the reason that
people began to covet the latest cell phone or smart phone, as
they began to become more available; because at one time, it
was an item for which only some people had a use. People
generally want what they can’t have, and if the latest device is
updated to remain perpetually out of reach, it will keep people
reaching.
References
Arnold, N. (2014). Who are Apples 3 Biggest Competitors .
Retrieved from http://wallstcheatsheet.com/stocks/3-of-apples-
competitors.html/?a=viewall
Barjarin, T. (2014). 3 Ways Apple Sets Itself Apart from the
Competition. Retrieved from
http://techland.time.com/2012/07/30/3-things-that-set-apple-
apart-from-the-competition/
Investorguide. (2014). Stock Profile AAPL. Retrieved from
http://www.investorguide.com/stock-profile.php?ticker=AAPL
Michigan News University of Michigan. (2014). New cochlear
implant could improve hearing. Retrieved from
http://ns.umich.edu/new/releases/101
Oxbridge Biotech Roundtable. (2014). Brain Computer

12. Interface: Technologies for the Brave New Brain. Retrieved
from http://www.oxbridgebiotech.com/review/research-and-
policy/brain-computer-interface/
Reuters. (2014). Apple Inc (AAPL.O). Retrieved from
http://www.reuters.com/finance/stocks/companyProfile?symbol
=AAPL.O
Sanford, G. (2014). Apple Company History . Retrieved from
http://apple-history.com/h8