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Beats Heard Round the World

In: Business and Management

Submitted By sen20iar
Words 2253
Pages 10
Beats Heard Round the World
March 18, 2013

Beats Heard Round the World
Over the years, the way people listen to music has changed tremendously. Before the days of the iPod and smartphones, radio and vinyl records were the predominant way to listen to music. Next came cassettes, then compact discs, and the most recent, mp3 players. And as the media we use to enjoy music has evolved, so has our needs in terms of the listening quality. Music enthusiasts expect good quality all around when it comes to music and as a result, started trends that have changed purchasing patterns. In recent years, vinyl records have seen an increase in sales. Ever since the introduction of iPods, ear buds have been the way to listen to music. However, recently we have seen a rise in the use of over-the-ear headphones. Beats by Dre have seemed to be the most popular in the United States and I believe they could do well in the markets of Europe and Asia. Although they are present in other foreign markets, due to their popularity, there is much opportunity for this product in Asian and European markets.
One of the ways to measure the value of these headphones is by analyzing its customer value equation. In the Principles of Marketing textbook, the customer value equation is “described as a ratio between perceived benefits to price. […] When customers perceive a balance between the value given—money—and the value received—the goods or services—they perceive a good value” (White, 2012). Now, Beats by Dre are not cheap by any means. There are six different headphones offered by Beats and the least expensive pair is the Solos, which will run a person about $200 plus tax. However, when we look at the form utility of this product, we see that there is a balance between the value given and the value received. The iconic hip-hop producer and rapper Dr. Dre “partnered with high-end audio

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