Marketing Assignment on Apple

3454 Words Oct 29th, 2012 14 Pages
Marketing Principles

Task B

24 – 11 – 11 By Ayesh Goburdhun A. Define your product

The product chosen for this assignment will be a laptop, the Macbook Pro by Apple. The product is a personal computer that can be used for communicating with people or whoever, working on different kinds of software, listening to music and mostly to go on the Internet with the rising of the social networking websites. Apple Computers Inc. is an American multinational corporation, who was established in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. Steve Jobs, the Chairman and CEO of Apple is one of the world’s most successful businessmen today, his management style and
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This is the principal reason why Apple is so good in the after sales services contrary to other competitors in the same sector.
To classify the laptop, we can say that it forms part of a durable and tangible product, it can be used over and over with a great warranty period, and marketers would classify the Macbook Pro as a consumer product used for personal consumption.

B. Provide and critically analyze definitions and components of segmentation

Market segmentation can be define as the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. Market segments should be formed in that way that differences between buyers within each segment are as small as possible. Thus, every segment can be addressed with an individually targeted marketing mix.

Market segmentation is also an adaptive strategy, it consists of the partition of the market with the purpose of selecting one or more market segments which the organization can target through the development of specific marketing mixes that adapt to particular market needs.

According to Kotler, P (1999), market segmentation means "the act of dividing a market into distinct groups of buyers who might require separate products and/or marketing mixes."
According to William J. Stanton, ‘Market segmentation is the process of dividing the total heterogeneous market for a good or service into several

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