Itunes Marketing Analysis
Marketing Management
Midterm Paper
1
Introduction
It was clearly specified not to include an introduction in this document, however, I feel that adding the following words would strengthen the arguments in this document. I have an IT background, I am not a programmer, but I have been working in IT for the last 10+ years. All my life I have been a PC person and not a MAC person, I have used MAC in some occasions but I always felt that PCs were more user-friendly. It is needless to describe how electronics have progressed and invaded every aspect of our life now a days, we are all about gadgets, MP3 players, GPS, Palm, email, web-cam, web-conferencing etc etc… Every day there is a new invention that seduces us, and I am not immune to these seductions… I too fell ‘victim’ to APPLE, and I am a happy iPhone user. This new gadget has forced me to work more with APPLE products, namely iTunes. Yes, it is true what is written in the case study that APPLE updates are troublesome and require a lot of work (involving both software and hardware) Just recently when I tried to upgrade my iTunes to the recent release, I wasted a full day trying to get the iPhone and the desktop to communicate again, eventually, I had to do a system restore and remove iTunes and all APPLE soft and reinstall a previous release. This is not a one-off incident, I have had similar incidents with APPLE before… but I still use it and like it and when people ask me, I say it is a very good product. For the purpose of this study, I decided to explore iTunes for all its glories… I created an account and browsed the iTunes store. Earlier on, I saw on MTV a video clip that I liked, so I searched for it on iTunes and in ONE CLICK I have the item on my PC and my iPhone and my iPod and I enjoyed listening to it during my workout yesterday. And there I grasped it… how wonderfully has APPLE engineered its products and services, how user-friendly it is and how appealing it is to us, modern-day technology
Midterm Paper
1
Introduction
It was clearly specified not to include an introduction in this document, however, I feel that adding the following words would strengthen the arguments in this document. I have an IT background, I am not a programmer, but I have been working in IT for the last 10+ years. All my life I have been a PC person and not a MAC person, I have used MAC in some occasions but I always felt that PCs were more user-friendly. It is needless to describe how electronics have progressed and invaded every aspect of our life now a days, we are all about gadgets, MP3 players, GPS, Palm, email, web-cam, web-conferencing etc etc… Every day there is a new invention that seduces us, and I am not immune to these seductions… I too fell ‘victim’ to APPLE, and I am a happy iPhone user. This new gadget has forced me to work more with APPLE products, namely iTunes. Yes, it is true what is written in the case study that APPLE updates are troublesome and require a lot of work (involving both software and hardware) Just recently when I tried to upgrade my iTunes to the recent release, I wasted a full day trying to get the iPhone and the desktop to communicate again, eventually, I had to do a system restore and remove iTunes and all APPLE soft and reinstall a previous release. This is not a one-off incident, I have had similar incidents with APPLE before… but I still use it and like it and when people ask me, I say it is a very good product. For the purpose of this study, I decided to explore iTunes for all its glories… I created an account and browsed the iTunes store. Earlier on, I saw on MTV a video clip that I liked, so I searched for it on iTunes and in ONE CLICK I have the item on my PC and my iPhone and my iPod and I enjoyed listening to it during my workout yesterday. And there I grasped it… how wonderfully has APPLE engineered its products and services, how user-friendly it is and how appealing it is to us, modern-day technology
References: Bibliography ‘iTunes 'biggest US music seller '’, http://news.bbc.co.uk/2/hi/business/7329886.stm . [Accessed 25 May 2009] ‘More to Internet Marketing than Promotions’, http://www.webmarketingplus.co.uk/marketing/ . [Accessed 25 May 2009] ‘Apple iTunes Takes Top Spot in U.S. Music Sales’, http://www.tomsguide.com/us/apple-itunesmusic,news-925.html. [Accessed 29 May 2009] ‘iTunes 'biggest US music seller ', BBC NEWS, http://news.bbc.co.uk/2/hi/business/7329886.stm . [Accessed 29 May 2009] ‘Apple 's Branding Strategy’ , Marketing Minds, http://www.marketingminds.com.au/branding/apple_branding_strategy.html . [Accessed 29 May 2009] ‘iPod + iTunes’, CrunchBase, http://www.crunchbase.com/product/ipod-itunes . [Accessed 30 May 2009] ‘iTunes hits 25 million downloads’ , http://www.afterdawn.com/news/archive/4790.cfm. [Accessed 30 May 2009] ‘Apple falls short of targets with iTunes’, http://www.afterdawn.com/news/archive/5078.cfm . [Accessed 03 June 2009] ‘Apple 's iTunes a whopping success’, http://www.afterdawn.com/news/archive/4045.cfm . [Accessed 03 June 2009] Kotler P. & Keller K. ‘Marketing Management 12th edition’ 2004. [Accessed May & June 2009] 9