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Submitted by kumbento71 on February 15, 2006
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In Basic Marketing, the goal is to satisfy the needs and wants of customers in order for them to buy your product offering. The company’s marketing and sales team farm out and gather information as to where, when, and how the product can be advertised and sold. The unpredictability of the product being offered are numerous; logos can be changed, prices can be discounted or raised, and advertising can take on several forms with the purpose of saturating the consumers with information relevant to the product being offered (Perreault-McCarthy). This is the complexity of marketing mix and Apple, makers of iPod, made use of this rather simply and captured the market.
Marketing mix is made up of the four Ps, price, place, promotion, and price. All four are needed and are tied to each other. The marketing mix is not a proper mix if one of the Ps is missing. Managers must develop the marketing mix of the product and make a decision on the final course of the four Ps at the same time. The four Ps form a circle with the customer in the middle to emphasize the importance of one to the other (Perreault-McCarthy). The marketing team of Apples iPod hit it right on the button when the decision was made on iPod’s marketing mix. It brought company much needed leverage in the market of electronics and entertainment.
Apple entered the digital music player business by introducing the iPod in October 2001. The original 5GB iPod featured a unique “Thumb Wheel” user interface for one-handed operation and a simple, easy-to-use operating system developed for mobile devices. The iPod provided 20-minutes of skip-protection, could transfer a CD in approximately 10 seconds, and can store up to a thousand songs in high-quality mp3 format. It also had the capability to be used as a portable hard drive to transfer files other than music to and from computers.
Though it wasn’t the first mp3 player on the block, Apple’s iPod revolutionized the music industry...
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