Contents
- Chapter 1 1
- INTRODUCTION 1
- Background 1
- 1. The marketing mix 2
- 1.1 Advertising 2
- 1.2 Direct marketing 3
- 1.3 Public relations 3
- 1.4 Trade shows 3
- 1.5 Telemarketing 4
- 1.6 Personal selling 4
- 2. Marketing research 4
- 3. Market segmentation 5
- POSITIONING THE PRODUCT 5
- Purpose of the study 6
- Research Question 6
- Objectives of the study 6
- Company’s profile 7
- Apple Inc. 7
- iPod 7
- Chapter 2 9
- LITERATURE REVIEW 9
- Segmentation and Positioning 9
- Marketing Mix, Four P’s 12
- Positioning Diamond 16
- Macro trends: 16
- Target audiences 17
- Competitors 17
- Core Competencies 17Chapter 3 18
- RESEARCH METHODOLOGY 18
- Research design 18
- Survey research 18
- Research instrument 18
- Measurement Scale 19
- Sampling method 19
- Population 19
- Sample and Sample size 19
- Sampling design 19
- Type of the study 20
- Extent of researcher influences: 20
- Study setting 20
- Unit of analysis 20
- Time horizon 20
- Chapter 4 21
- FINDINGS AND INTERPRETIONS 21
- Chapter 5 36
- DISCUSSION AND CONCLUSIONS 36
- Conclusion 36
- Criticism on iPod 38
- Recommendations 39
- Limitations of the study 40
- REFERENCES 41
- Appendix 43
- Bibliography 45
Description
The present study entitled “Distinctive image of iPod in the minds of target market; consumer’s perception” gives us clear result about image or identity in the minds of target market for Apple iPod. The present research makes a clear picture of how and where the consumers rank the iPod with respect to the rival brands.