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Essay / Research Paper Abstract
This 5 page paper looks at the marketing of RIM's Blackberry smart phone. The product itself is considered in terms of product category, the segmenting, positioning and target market are discussed along with distribution channels and a potential marketing strategy is identified. The bibliography cites 4 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEblackberry.rtf
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Unformatted sample text from the term paper:
the Blackberry, this improvement from previous models with the device able to retrieve messages and connect to the Internet more rapidly than previous units. The device has an improved
interface which is easy to use with a high level of intuitive design (Shu, 2009). When looking at the way that this product can be categorized a number of approaches
can be adopted. When looking at durability and tangibility three classifications have been identified; non-durable goods, is a potential consumer within a few uses only, such as food; durable goods
which are designed to be used many times and may require a high level of personal setting, communication and guarantees, and Ill also likely to have a higher profit margin;
and services, which are intangible and can benefit from characteristics such as supplied credibility, quality control and adaptability. When looking at the Blackberry storm this is a durable good, it
comes with a years warranty and is designed for repeated use. However, it should also be recognized as complimentary to the services which supports and accesses, therefore although the Blackberry
storm is the durable good, the aspect of service access also needs to be considered in where the product is designed and sold (Kotler, 2003) When considering the product in
terms of consumer goods and has been the development of a number of classifications including convenience goods, shopping goods, specialty goods and unsought goods (Hooley et al, 2003).. In terms
of this categorization the Blackberry store may be seen as coming under the costs of shopping goods, where consumers will make choices on many bits of a purchase by looking
at issues such as the suitability, the price and the style, this is a similar process which is used for a range of both homogenous and heterogeneous shopping goods (Hooley
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