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Marketing-Strategie von Apple bei der Einführung neuer Produkte

Marketing-Strategie von Apple bei der Einführung neuer Produkte

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Unternehmensforschung, Operations Research, Note: 2,0, Ostfalia Hochschule für angewandte Wissenschaften Fachhochschule Braunschweig/Wolfenbüttel (Wirtschaft), Veranstaltung: Wirtschaftswissenschaftliche Methodik, Sprache: Deutsch, Abstract: Diese Hausarbeit handelt von Apple und deren Vorgehensweise bei Markteinführung neuer Produkte. Dabei wird die Marketing-Strategie des Unternehmens untersucht. Daher stellt sich die Frage, was die Marketing-Strategie von Apple bei der Einführung eines Produkts, insbesondere von der des "iPhone", auf dem Konsummarkt gegenüber vorhandenen Marketing-Strategien unterscheidet. Bei der Klärung dieser Frage wird sich herausstellen, welche Strategie Apple bei der Einführung neuer Produkte verwendet. Abweichungen von der gängigen Praxis werden als mögliche Neuerungen und Konzepte für das Marketing herausgestellt. Aus der Produktpallette von Apple wurde das "iPhone" ausgewählt. Dieses ist derzeit, neben weiteren technischen Produkten, wie dem "iPad" oder dem "MacBook", eines der bekanntesten und erfolgreichsten Produkte des Unternehmens. Viele weitere Unternehmen haben erkannt, dass es in dem sich entwickelnden Markt der Smartphones viel Potenzial steckt. Dadurch gibt es heutzutage eine große Vielfalt an hochpreisigen und günstigen Smartphones und somit eine große Konkurrenz untereinander. Apple gelingt es dabei seit Jahren, mit einer sehr geringen Auswahl an verschiedenen, hochpreisigen Smartphones einen sehr großen Teil der Konsumenten zu überzeugen, ein "iPhone" zu erwerben. Zuerst wird in dieser Hausarbeit die Entwicklung und Geschichte des Apple Konzerns von der Gründung bis zur Einführung des "iPhones" dargestellt. Anschließend wird der Begriff des Marketings erläutert und soweit wie möglich auch erklärt, sowie verschiedene vorhandene Marketing Strategien aufgezeigt und erläutert. Im Folgenden wird im Allgemeinen auf das "iPhone" eingegangen, um dann einen Vergleich zwischen


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Product Details
  • ISBN-13: 9783656722526
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 45 gr
  • ISBN-10: 3656722528
  • Publisher Date: 05 Sep 2014
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm


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