MacBook
Apple Computer Founded in 1976 with a marketing model based on integration, aesthetics and design, never a low price leader, always an innovator. Mac Book Pro-replaced iBook and Power Book, designs based on size and power.
Market Description
Segmentation -- middle-upper middle class individuals, small home and offices, larger businesses with design focus
Targeting -- turn the ordinary into something extraordinary, worry less about price and more about justification and lifestyle
Value proposition -- Focus on value and design to build, build through tribe mentality
Consumer Behavior -- Push the envelope and ease of use, be part of the innovative generation and first line of consumer
Buying decision process- consumer must be engaged; laptops are not whim purchases, but part of Apple tradition; MacBook seen as different than other brands, special and unique
Product Review -- Three separate designs of MacBook in use; 2006 original moved to 2008 MacBook Pro; 2009 high end MacBook Pro; 2011 MacBook discontinued in favor of MacBook Air; but Apple continues to sell to educational institutions and essentially, Air is newer generation of MacBook Pro.
MacBook a specialty product and consumers do extensive...
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