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Systems - Systems Bryant case Product nearing the maturity...

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Systems 07/04/2008 15:03:00 Bryant case Product nearing the maturity stage Purpose of Marketing To define your product as different from you competitors product Done in order to gain price control Position myself as the only player in my product…monopoly sort of ideas PROMOTION Cingular Target What are they selling o Phone Service o Point of add- fewest dropped calls, key brand differentiator o Show you the benefit to less dropped calls – shows you that its  relevant to you and hopefull memorable Apple – Macintosh 1984 Target- computer buyers as a whole in particular PC owners that’s all there  was at the time Message –Break away from the PC, be different Didn’t see any product benefit – that was all about building brand One of the core tenants of apple brand, is that its not Microsoft
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