Selecting

1
Selecting Developing a Marketing Strategy

• Differentially Advantageous
• Sustainable
• Timely
• Feasible
• Affordable

2
Life Cycle ConsiderationsApple

• Development - Internet new technologies
• Introduction - Rhapsody
• Growth - Cheaper computers
• Maturity - Full-on desktop computers
• Decline

3
Customer Benefits

• Warranties
• Customer service
• Installment
• Delivery
• Payment arrangements

4
Customer Costs

• How can Apple reduce
• financial costs
• Non-monetary costs
• time
• effort
• risk
• opportunity costs

5
Service Strategies

• More complex
• Intangibles
• Marketing mix becomes more challenging
• Price relates the quality of product, hard to
  evaluate the benefits up front
• Product not tangible
• Promotions cannot feature a tangible product
• Distribution must be in the appropriate places
  for the service