MKTG 3100 Chapter Notes -Iphone 5, Web 2.0, Global Marketing

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Apple: combining marketing research and technological innovation ipad sold 300k units on the first day; 1 million in 28 days; consumers watched. March 16 2012 sold 3 million of a 3rd version in 4 days making it the most successful launch yet for apple"s tablet. Apple uses market research to identify marketing opportunities and also to develop products and marketing programs to exploit those opportunities. Apple maintains an in-house staff of marketing researchers and also relies heavily on external marketing research suppliers. All the info generated by marketing research becomes part of apple"s decision support system. Despite the passing of steve jobs (oct5/11) consumers can expect the stream of innovative new products from apple to continue given the company"s continued reliance on marketing research and technological innovation. During 2013+2014 apple was expected to launch many new innovative products including the highly anticipated apple television that has been developed based on extensive marketing research.

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