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Unformatted text preview: Consumer Behavior Audit Product: iPhone Market Segmentation A. External In fluences • First year target of 1% of the mobile phone market • Marketed towards anyone who wants the ability to combine your phone, iPod, flash drive and other little gadgets into one do-it-all device - but more importantly, it contains all of your personal data from your conventional computers, too. • High end product aimed at a high end market looking for a neat toy or for their business to purchase one for them for “business needs”. B. Internal Influences • Product can satisfy different needs for different people as is can be used as a phone, iPod, organizer, e-mail, portable photo album, etc. and is suitable for all personality types. • While it’s geared toward the high end business professional it satisfies the needs of almost anyone who wants a phone that can do much more than call people. C. Situational Influences • The iPhone is capable of accomplishing a wide variety of tasks that typical mobile phones can not do....
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This note was uploaded on 04/10/2008 for the course MARKETING 302 taught by Professor Tucker during the Spring '08 term at Oglethorpe.
- Spring '08