Case StudyHAS THE DEATH OF THE WATCH BEENGREATLY EXAGGERATED? APPLE GETSINTO THE GAMEIt used to be that putting on a watch was just a standard partof getting dressed in the morning. How could you hope to movesuccessfully throughout your day, making it to appointmentson time, if you weren't wearing a watch on your wrist to let youknow what time it is?Today however, we're surrounded by technology devices atwork, home, and even away from home that readily display thetime of day. The outcome? Many have come to view the personalwatch as an unnecessary device. As a result, the watch industryhas been struggling to find ways to remain relevant, searching forthe key to how they can motivate consumers to purchase a time-keeping device that many consider redundant with the desktops,laptops, tablets, and cellphones to which they are so connected.As industry analysts have pointed out, watches may actuallybe "superfluous" and there are claims that "telling time is second-ary today." And even for those more diehard consumers who stillwear a watch, according to Marshall Cohen, chief industry ana-lyst in New York at the NPD Group, "there's no practical need forany watch-wearing holdouts to pay a lot for a timepiece."Apple says, not true! It believes that the death of the watchhas been greatly exaggerated and in response, the company re-cently introduced the Apple Watch. These devices range in pricefrom $350 to more than $10,000. The new watches, far fromsimply telling the time, are actually mini-computers that allowthe wearer to check and send messages, surf the Internet, moni-tor heart rate, and pay in a store.The watches' introduction has been both praised and criti-cized. Some point to Apple's ability to interest consumers in anynumber of technology devices and believe that the Apple Watchwill be yet another success story for the company. An earlyreviewer, Wall Street Journal's Geoffrey Fowler, believes that hisdependence on other devices has decreased since putting on theApple Watch and that it's helped him to be more focused. Butothers cite consumers' waning interest in watches in general,the difficulties in functioning with such a small screen, andthey wonder who would really be motivated to make the invest-ment in the entry level model, let alone the top of the line, AppleWatch Edition, with an attention-getting price tag of $17,000!So what does Apple think will motivate consumers to buyone of these new gadgets? They talk about consumers' need toquickly and subtly get access to information, which is not al-ways possible with a clunkier tablet or cell phone. Tim Bajarin,Creative Strategies analyst says, "the flexibility of "glanceableinformation" is more valuable than people realize today." Healso mentions that the new watches will offer options for non-verbal communication, tapping a button to send a message, forinstance. Apple CEO Tim Cook calls it "the most personal devicewe've ever created it's not just with you, it's on you" and claimsthat it's the most advanced timepiece ever created, period.Analysts forecast that Apple will ship 7.5 million watchesin the months following its introduction. But critics still wonderif consumers can be convinced that there's a real need for thedevices. On top of that, there's a potentially saturated market toconsider, with 10 million competing smartwatches shipped inthe year before Apple's entry into the product category. Anotherform of competition comes from the established luxury brandwatches that may have already cornered the higher end of themarket. Proponents of luxury watches believe that Apple can'tmatch their unique qualities prestige, resale value, their abil-ity to be passed down as an heirloom, exclusivity, and a lessobtrusive look which may be safer for the wearer.While blogger John Gruber commented on a recent podcast:"I still have no idea why I would want to wear it," early adoptersof the Apple Watches and others who believe in the power ofApple to succeed were not surprised by recent announcementsfrom the company about an upgraded operating system and im-provements that will make the watches' apps work even better.So, who knows how this story will turn out-will Apple bethe game-changer that played a significant role in how we thinkabout the evolution of the personal watch or will it be seen ashaving momentarily misstepped into an industry whose deathwas already a foregone conclusion?DISCUSSION QUESTIONSCS 5.1 Discuss the possible reasons to buy a watch today.Connect each motivation you identify with an appropri-ate motivational theory from the chapter.CS 5.2 What does Apple really believe will motivate consumersto purchase the Apple Watch? Are there different mo-tivations at the low versus high (luxury version) pricepoint?CS 5.3 How do marketers of watches use marketing and adver-tising to motivate consumers to buy them? Give specificexamples.Sources: Kathleen Beckett. "Who Wears What, Why?" http://www.nytimes.com/2014/03/28/fashion/who-wears-what-why.html?emc=edit_tnt_20

Question

Case StudyHAS THE DEATH OF THE WATCH BEENGREATLY EXAGGERATED? APPLE GETSINTO THE GAMEIt used to be that putting on a watch was just a standard partof getting dressed in the morning. How could you hope to movesuccessfully throughout your day, making it to appointmentson time, if you weren't wearing a watch on your wrist to let youknow what time it is?Today however, we're surrounded by technology devices atwork, home, and even away from home that readily display thetime of day. The outcome? Many have come to view the personalwatch as an unnecessary device. As a result, the watch industryhas been struggling to find ways to remain relevant, searching forthe key to how they can motivate consumers to purchase a time-keeping device that many consider redundant with the desktops,laptops, tablets, and cellphones to which they are so connected.As industry analysts have pointed out, watches may actuallybe &#34;superfluous&#34; and there are claims that &#34;telling time is second-ary today.&#34; And even for those more diehard consumers who stillwear a watch, according to Marshall Cohen, chief industry ana-lyst in New York at the NPD Group, &#34;there's no practical need forany watch-wearing holdouts to pay a lot for a timepiece.&#34;Apple says, not true! It believes that the death of the watchhas been greatly exaggerated and in response, the company re-cently introduced the Apple Watch. These devices range in pricefrom $350 to more than $10,000. The new watches, far fromsimply telling the time, are actually mini-computers that allowthe wearer to check and send messages, surf the Internet, moni-tor heart rate, and pay in a store.The watches' introduction has been both praised and criti-cized. Some point to Apple's ability to interest consumers in anynumber of technology devices and believe that the Apple Watchwill be yet another success story for the company. An earlyreviewer, Wall Street Journal's Geoffrey Fowler, believes that hisdependence on other devices has decreased since putting on theApple Watch and that it's helped him to be more focused. Butothers cite consumers' waning interest in watches in general,the difficulties in functioning with such a small screen, andthey wonder who would really be motivated to make the invest-ment in the entry level model, let alone the top of the line, AppleWatch Edition, with an attention-getting price tag of $17,000!So what does Apple think will motivate consumers to buyone of these new gadgets? They talk about consumers' need toquickly and subtly get access to information, which is not al-ways possible with a clunkier tablet or cell phone. Tim Bajarin,Creative Strategies analyst says, &#34;the flexibility of &#34;glanceableinformation&#34; is more valuable than people realize today.&#34; Healso mentions that the new watches will offer options for non-verbal communication, tapping a button to send a message, forinstance. Apple CEO Tim Cook calls it &#34;the most personal devicewe've ever created it's not just with you, it's on you&#34; and claimsthat it's the most advanced timepiece ever created, period.Analysts forecast that Apple will ship 7.5 million watchesin the months following its introduction. But critics still wonderif consumers can be convinced that there's a real need for thedevices. On top of that, there's a potentially saturated market toconsider, with 10 million competing smartwatches shipped inthe year before Apple's entry into the product category. Anotherform of competition comes from the established luxury brandwatches that may have already cornered the higher end of themarket. Proponents of luxury watches believe that Apple can'tmatch their unique qualities prestige, resale value, their abil-ity to be passed down as an heirloom, exclusivity, and a lessobtrusive look which may be safer for the wearer.While blogger John Gruber commented on a recent podcast:&#34;I still have no idea why I would want to wear it,&#34; early adoptersof the Apple Watches and others who believe in the power ofApple to succeed were not surprised by recent announcementsfrom the company about an upgraded operating system and im-provements that will make the watches' apps work even better.So, who knows how this story will turn out-will Apple bethe game-changer that played a significant role in how we thinkabout the evolution of the personal watch or will it be seen ashaving momentarily misstepped into an industry whose deathwas already a foregone conclusion?DISCUSSION QUESTIONSCS 5.1 Discuss the possible reasons to buy a watch today.Connect each motivation you identify with an appropri-ate motivational theory from the chapter.CS 5.2 What does Apple really believe will motivate consumersto purchase the Apple Watch? Are there different mo-tivations at the low versus high (luxury version) pricepoint?CS 5.3 How do marketers of watches use marketing and adver-tising to motivate consumers to buy them? Give specificexamples.Sources: Kathleen Beckett. &#34;Who Wears What, Why?&#34; http://www.nytimes.com/2014/03/28/fashion/who-wears-what-why.html?emc=edit_tnt_20

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Discuss the possible reasons to buy a watch today. Connect each motivation you identify with an appropri- ate motivational theory from the chapter.