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Essay / Research Paper Abstract
This 4 page paper looks at the way TiVo may be introduced into a market, considering the marketing mix and general strategy that could be used. The bibliography cites 1 source.
Page Count:
4 pages (~225 words per page)
File: TS14_TEtivo2.rtf
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Unformatted sample text from the term paper:
or the need that can be created for the product to satisfy. The marketing mix, positioning and the way that Everett Rogers 6 step may be satisfied. Positioning of
a new product into a market will usually be aimed at the early adopters, by looking at the product it will appeal to those who want to the convenience
of a personal digital recorder, that they can set programs to record, revenues are made from selling the boxes as well as a potential monthly revenue for a subscription fee
to the service. The service will allow the TiVo to automatically record programs that it is known the owner likes as well as program for entire series to
be recorded at the touch of the button. Therefore, convenience is a major aspect of this, as well as the new idea, so the positioning will need to be the
upper segment of the mass market; appealing to those who would otherwise use a video recorder and with a key differentiation of the high level of convenience and the benefits
of that convenience to a greater extent than existing products and the higher use of intuitive use. It is highly compatible with those who have busy lifestyles and want to
time sift their television entertainment. The first aspect of the marketing mix is the product, as Kotler and Keller (2008) note consumers do not by products, they buy
benefits, the benefits have been outlined above when looking at the positioning, the next aspect of the marketing mix is price. Pricing will help to position the product in the
mind of the consumers. The price needs to be competitive in order for the product to sell, but also needs to represent the premium placement. There are versions with or
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