Ashani Mckenzie Apple Inc. Monday, December 3, Chapter 8: Segmenting and Targeting Markets Apple inc has one of the largest market out their for technology devices. Their market segment which is filled with customers and organizations who want their needs to be fulfilled with a technology pack apple device.
The combination of motivations and resources determines how a person will express himself or herself in the marketplace as a consumer. VALS-typing populations of interest, such as customers or constituents, is the first step in a VALS approach to achieving strategic marketing and communication goals.
Using VALS provides clients with: A fresh perspective by effectively "putting them inside the head" of their customers Rich, customized, consumer profiles or personas Distinctive communication Apple consumers vals of their best targets. Ideals, Achievement, and Self-Expression The concept of primary motivation explains consumer attitudes and anticipates behavior.
Apple TV iPod Samsung: PC and Office Mobile Phone Samsung Gear Fit Tablets/Notebooks TV and AV Segmentation Strategies used by Apple and Samsung Products A Bit about Apple and Samsung The smartphone industry is dominated by two giant companies: Apple and Samsung. While Apple leads by profits, Samsung leads by market share. Apple has become the world's first publicly traded company to be valued at $1 trillion - 42 years after Steve Jobs and Steve Wozniak began the firm in a Silicon Valley garage. The vals framework or the vals model discusses the values attitude lifestyle of people and how this effects the purchase of a product. The article has the 9 different types of consumers based on their values attitudes and lifestyles. Each consumer can differ in their purchase behavior as per the VALS model.
VALS includes three primary motivations that matter for understanding consumer behavior: Consumers who are primarily motivated by ideals are guided by knowledge and principles. Consumers who are primarily motivated by achievement look for products and services that demonstrate success to their peers.
Consumers who are primarily motivated by self-expression desire social or physical activity, variety, and risk. These motivations provide the necessary basis for communication with the VALS types and for a variety of strategic applications.
Resources A person's tendency to consume goods and services extends beyond age, income, and education. Energy, self-confidence, intellectualism, novelty seeking, innovativeness, impulsiveness, leadership, and vanity play a critical role. These psychological traits in conjunction with key demographics determine an individual's resources.
Various levels of resources enhance or constrain a person's expression of his or her primary motivation. Innovators are successful, sophisticated, take-charge people with high self-esteem.
Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.
Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges.
Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.Dec 03, · Apple computers are very big in the music industry as they are used to produce songs, Dj in parties and are harder to catch a virus which will damage important music files.
In psychographic segmentation their personality, motive, lifestyle and geodemographic segmentation is to suit the middle to high class consumer and . The vals framework or the vals model discusses the values attitude lifestyle of people and how this effects the purchase of a product. The article has the 9 different types of consumers based on their values attitudes and lifestyles.
In recent months, Google, HTC, and Motorola have followed Apple’s lead and eliminated the headphone jack from their latest smartphones. And according to the market research firm NPD, 69 percent of every dollar spent by U.S. consumers on headphones in went to models that link to mobile devices via a Bluetooth connection instead of a cord.
In the VALS framework, consumers who enjoy the new, the offbeat, and the risky as well as find outlets in exercise, sports, outdoor recreation, and social activities are referred to as _____.
experiencers. The Apple brand personality is also about simplicity and the removal of complexity from people’s lives; people-driven product design; and about being a really humanistic company with a heartfelt connection with its timberdesignmag.com Apple brand is not just intimate with its customers, it’s loved, and there is a real sense of community among users of its main product lines.
If a researcher were to ask consumers to quickly name the top 3 brands of computers they might consider purchasing, the most common brands in the _____ would most likely be Dell, Apple, and HP.