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Essay / Research Paper Abstract
This 7 page paper looks at the marketing of Apples iTunes. The paper starts with the use of the personas framework, identifying three sample personas for the iTunes target market, looking at the firm on a positioning map against some competitors, then looks at the firm using the 4 P's and the 6 M's before considering why Apple launched the iTunes service. The bibliography cites 2 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEmaritunes.rtf
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Unformatted sample text from the term paper:
of the target consumers for the product. When looking at the different ways that the company competes it is possible to develop three sample target market personas. iTunes started
out as a complimentary product for the iPod, it was managed in such a way that iPods users had not choice but to use iTunes to download music, creating
a captive market. The first of the personas is part of this target market. David is in his early twenties, and an
iPod owner. The current iPod is not his first; he has just bought a new iPod with a video screen. David is very fashion conscious and sees what he buys
and is seen wearing as a projection of his personality and his values. He likes to remain up to date. He is working in an office job, has a girlfriend
but is not planning on marrying for some time, and has few financial commitments; living at home he has a relativity high disposable income and sees brand names as important,
valuing quality. He uses the iPod mainly for music, but is starting to make used of video files mainly music video files and would not consider using any other site
other than iTunes due to the high level of brand loyalty. Sarah is in her early thirties she is married without children
living in a home that was purchased jointly with her husband on a mortgage. She is a working professional woman with an above average income. , she works in a
city and commits in everyday by train. She like the iPod as although it is a brand name, she appreciates the sleek design and it fits neatly into her handbag
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