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uth America and so on every corner of the world, the iPod can see the shadow. Even 80-year-old British Queen was also the summer of 2005 to choose silver 6G mini-memory iPod. From the function, the other brand MP3 hard disk may be larger, more functional, longer battery keeping, but these people do not care, or never thought about them. In the end what is the power of magic, so much so that fans love at first sight on the small iPod with a hundred and does not object to? Apple's marketing follows the path of right and wrong in general, the mobile phone in the iPhone also has outstanding performance.

Chapter 1: Introduction

Background of Project

Apple Inc., formerly Apple Computer, Inc., is an American multinational corporation with a focus on designing and manufacturing consumer electronics and software products. The company's best-known hardware products include the Macintosh line of personal computers, the iPod line of portable media players, and the iPhone. Apple's software products include the Mac OS X operating system, iTunes media browser, the Life suite of multimedia and creativity software, and Final Cut Studio, a suite of professional audio- and film-industry software products. The company operates more than 200 retail stores in seven countries and an online store where hardware and software products are sold.

Established in Cupertino, California on April 1, 1976 and incorporated January 3, 1977, the company was called "Apple Computer, Inc." for its first 30 years, but dropped the word "Computer" on January 9, 2007 to reflect the company's ongoing expansion into the consumer electronics market in addition to its traditional focus on personal computers.

Apple has about 28,000 employees world wide and had worldwide annual sales of US$24 billion in its fiscal year ending September 29, 2007. For reasons varying from its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns, Apple has established a unique reputation in the consumer electronics industry. This includes a customer base that is devoted to the company and its brand, particularly in the United States. Fortune magazine named Apple the most admired company in the United States.
John Sculley told The Guardian newspaper in 1997: "People talk about technology, but Apple was a marketing company. It was the marketing company of the decade."
Market research indicates that Apple draws its customer base from an unusually artistic, creative, and well-educated population, which may explain the platform’s visibility within certain youthful, avant-garde subcultures.

Reference:

Bradley, Nigel Marketing Research. Tools and Techniques Oxford University Press, Oxford, 2007

Marder, Eric The Laws of Choice -- Predicting Customer Behavior (The Free Press division of Simon and Schuster, 1997

Kotler, Philip and Armstrong, Gary Principles of Marketing Pearson, Prentice Hall, New Jersey, 2007

代写留学生论文William G. Zikmund, Business Reseatch Methods, 7th edition, 2003.

Guiltinan et al, McGraw Hill/Irwin, Marketing Management: Strategies and Programs, 1996

The Concept of the Marketing Mix, from the Journal of Advertising Research, June 1964

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