Question

Be thorough in your answers to show your understanding of the concepts. Each student is expected to do their own work, this is not a group exam. Ethical behavior is expected of all marketing students. Professionally present your work! Part of the grade is professional presentation, depth of thought, application of key concepts and clarity of your work.

1. What are the various levels of needs that Apple is addressing with the i-Phone.
2. Apply the concepts in Table 1.1 on page 9 to Apple’s i-Phone.
3. Apply the holistic marketing dimensions to Apple’s i-Phone.
4. Apply the value chain concept to Apple’s i-Phone.
5. What are Apple’s 3 most important core competencies relating to the i-Phone? Explain your reasoning.
6. Write a brief overview of Apple’s entertainment SBU. Apply a SWOT analysis to the entertainment division.
7. Pick 1 relevant macro environment influence and explain its importance to the entertainment SBU. Demonstrate your understanding of applying macro environmental influences to a SBU.
8. Develop a 3 year forecast for number of viewers and subscription sales volume. Document your assumptions.

9. Part of Apple’s plan is intense social media marketing. Develop a social media return-on-investment model to measure the results of the social media marketing strategy.

Answer 1

Levels of needs fulfilled by iPhone

Marketing dimension of Apple iPhone

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The value chain of Apple iPhone

Core competencies area Of Apple iPhone :

• Rapid Product innovation
• Product quality
• Camera quality
• User-friendly
• Apple store for apps
• Itune for music
• Accessories

SWOT Analysis