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Marketing Mixers

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Market Segmentation Of Apple Iphone 4s Marketing Essay
In this report, it aims to analyze and evaluate the market segmentation of Apple iPhone 4S. First of all, based on the theory of means end chain, the product is analyzed through product attributes, consequences of use and personal values. Special features of the product lead to the consequence of use, which finally stand for the value of the product. Besides, consumer markets are segmented according to different groups. Therefore, in this report, based on the analysis of four different categories including demographic, psychographic, use-related and benefit sought, it states consumers have different characteristics in terms of different items in each category, and then it identifies three groups of iPhone 4S consumers, including the primary targets of iPhone 4S are people who are loyalty to this brand with some knowledge of it, another two big groups are people who are interested in new high tech phones and people who are chasing social acceptance. It indicates that groups with special features share the same choices when they are making the purchase decisions. Furthermore, based on two reference groups, friends who are using the same products and other people who are interested in discovering applications in smart phones and give comments on the products, this report shows that purchasing decision from reference groups may have very important influence to target customers’ decision-making process. This report has given five recommendations, which is beneficial to maintain existed consumers and attract non-consumers awareness. There are five parts of the marketing, including print advertisement, Internet spreading, eye catching promotion, TV and on site experience.
Table of Contents
1. Introduction of background information 3
1.1 Aim 3
1.2 Background 3
1.3 Scope 4
1.4 Methodology 4
1.5 Assumption 4
1.6…...

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