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    [설득커뮤니케이션] Changing attitudes of the Korean mp3 player consumers(영문)

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    [설득커뮤니케이션] Changing attitudes of the Korean mp3 player consumers(영문)에 대한 자료입니다.
    목차
    1. Introduction: Why Apple? Why iPod?
    2. Current Status
    A. International
    B. Korean Market
    3. Domestic Competitors
    A. Samsung’s Yepp
    B. iriver
    C. Cowon
    4. Target Consumer Survey & Analysis
    5. Methods
    A. A/S Service
    B. iTunes
    C. iPhone
    D. Price Adjustment
    E. Advertisement
    6. Expected Obstacles
    7. Conclusion
    8. Appendix: Survey
    9. References
    본문내용
    Currently Apple dominates the international mp3 player market with iPods taking up 70% of the pie. When it was first introduced in 2001 with a $400 price tag, it sold over 125 thousand units the first year and within 5 years Apple sold 42 million ipods. iPod related products such as covers, skins, ear phones alone make a billion dollar market for Apple. And yet it only takes up about 20% of its total revenue these days . Total revenue in 2007 was 24 billion dollars, jumped up from 5.2 billion in 2002 and its stocks have increased 2,300% for the past 5 years. Apple as of now has 154 billion dollars-worth stocks in total, a 75 billion dollar market cap, a 32 billion dollars in annual sales, and 24.5 billion dollars in cash. Apple spends 20% of its design budget on concept research-hence its creative and chic designs. They make huge profit by having one of the lowest ratios of R&D to revenues (but a very effective use of the given budget nonetheless) and a big profit margin of 15.1% which compared to HPs 7.3% and Dell’s 4.8% is amazing. In the year 2000 then CEO Steve Jobs announced that they plan to increase their market share by 1% each year and what was around 4% in year 2005 have increased to 7.5% by the end of 2008.
    Apple has always been known not only for its creative designs but its smart advertisement also. Its first Mac ad, 1984, directed by the famous movie director Ridley Scott was a huge success, followed by the more well-known ‘Think Different’ series, the silhouette iPod advertisements and the most current ‘I’m a Mac’, which compares itself to the Microsoft user and creating a buzz after the ‘I’m a PC’ advertisement of Microsoft had been seriously criticized for being uncreative and ineffective. Above marketing strategies are taking up emotional marketing and image positioning; for example the users apply themselves in the silhouette ads so that they can easily imagine themselves using the iPod and looking cool and hip like those silhouettes inside the ads. A website called Marketingapple.com asserts that Apple is successful because they 1. Sell membership instead of products, 2. Don’t take a huge risk by trying to make something new but always makes what’s there better, 3. Empower the early adapters, 4. Spread memorable messages and 5. Go one step further and surprise the waiting crowd . As for image positioning, the former CEO Steve Jobs have contributed greatly. When Jobs made a surprise telephone appearance at Apple’s fourth quarter earnings call three months ago, the stock immediately jumped more than 12% in after-hours trading . Out of the financial sector it is still doing great; it is the 2009’s most innovative brand and the most influential brand , more than 400,000 people visit the Apple store per day around the world even though only 247 in 8 countries exist as of today. According to a survey conducted by Student Monitor in 2008 for 1200 undergraduate students who were planning to purchase a laptop, 43% of them answered they would buy a Macbook. In 2003 only 8% of these possible laptop buyers answered positively for Macbook. With high loyalty and interaction with its followers Apple deserves to be where they are now.
    B. Korean Market
    참고문헌
    1. Books
    1. 애플의 법칙: 애플의 생태계에는 문화와 경제가 공생한다, /
    2. Apple & Steve Jobs, / Butcher, Lee
    3. Apple Confidential 2.0: The Definitive History of the World’s Most Colorful Company, /Linzmayer, Owen W.
    4. The Cult of iPod, /Kahney, Leander


    2. Published Papers (논문)
    1. MP3-Player 브랜드 선택에 미치는 제품감성과 제품기능간의 인과관계 연구/김태훈, 김관수(경북대학교)
    2. 휴대용 디지털 음향기기 디자인 사례를 중심으로 살펴본 취향, 라이프 스타일, 유행, 트렌드의 상관관계/박진아 (연세대학교)
    3. MP3-Player 고객 만족 및 충성에 미치는 요인에 관한 연구/김상현 김태훈 김관수(경북대학교)
    3. Magazine
    1. Macworld: Hoping for a Steve Jobs surprise, Jan 2nd 2009/Fortune Magazine
    2. [The Max in the Gray Flannel Suit], Business Week Cover Story, May 1 2008/Peter Burrows
    4. Newspaper Article
    1. MP3플레이어‥ 아이리버ㆍ옙 점유 1위 다툼, 2007 6/11 한국경제신문
    2. 아이팟 나노, 국내서 첫 폭발 사고 일어나 2008 12/17 이뉴스투데이
    5. Internet
    1. Apple Blog @ Economist
    2. 다나와 danawa.co.kr
    3. http://www.ifoapplestore.com/stores/charts_graphs.html
    4. http://www.tuaw.com/tag/itunes-sales/
    5. http://thebetterday.tistory.com/category/정보기술자료/Apple
    6. http://mktarcadia.com/tag/ipod
    7. http://sweetrhyme.egloos.com/47650
    8. http://blog.naver.com/iicon?Redirect=Log&logNo=20062658704
    9. http://cafe.naver.com/macos.cafe?iframe_url=/ArticleRead.nhn%3Farticleid=2451
    10. http://news-story.tistory.com/32
    11. http://itnews.inews24.com/php/news_view.php?g_serial=412414&g_menu=020600

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