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 t
Sources ofconsumer knowledge can be classified along two major dimensions
Personal versus Impersonal
: Whether or not the knowledge source is
another human being
(2) Business-controlled versus
Non-business-controlled
: Whether or not the knowledge source
originates from the business community
Consumers have more faith in knowledge sourc
of Trans-fat Project
Step 2. Reduction of Saturated Fat Project
Step 3. Green Package Project
Step 4. Dr. You Project
Ⅱ. The Reason Why We Chose Dr. You Project
1) Reduction ofconsumer's reliability upon Food Industry
Because of Chinese milk scandal, consumer's reliability upon Food Industry has decreased deeply. We chose Dr. You Project to analyze its marketing strategy during
Consistency with Self-Concept
Our mental view of who we are
self-concept help us define who you are
owning this brand is important to their self-definition and
is personally relevant
Values
Beliefs about what is right, important, or good
Consumers motivated to attend to and process information
when they find it relevant
Goals
Outcomes that we would like to ach
of card for discount. In addition, he regards using these cards as worthless activity. In his point of view, although it is a very short time, answering her questions is time-consuming. Whenever he buys the products at the convenience store, he must say ¡°No¡± in order to check out the counter. In this scene, he said ¡°No¡± first, but when he received the second question he ignored her an