Academic writing - Marketing - open to bidding

model answer using marketing theoretical frameworks based on an Apple case study (to be sent via email) 1. Segmentation (1000 words): How are apple segmenting the market for the iPad Air 2? You need to discuss the following if you think they are relevant; Geographic – Discuss the various countries mentioned in the case designated for new product and store launches. Demographic – Does Apple offer a range of multi-generational products? Psychological – Motivations, personality and attitudes of potential customers in the market. Why are new product adaptions and launches kept so private? Psychographic – The lifestyles of the various consumers. Sociocultural – In terms of culture, social class and family life cycle. Use related – Usage rate, awareness status, and brand loyalty. Use situation – In terms of time, objective and location and person. Benefit – Social acceptance, safety and ease of use. Hybrid – SRI/VALS and discussing the advantage and benefit of using hybrid systems based on the issues raised in the other segmentation bases. 2. Buyer Process (1000 words) Using a product of your choice, look at the stages you might go through when buying this product. Consider any external influences there might be and also analyse involvement levels and risk perception. You would need to analyse each section of the buyer process: Need recognition Information search Evaluation of alternatives Purchase Post-purchase You then need to discuss involvement levels and risk association and justify whether they are low medium of high. The next step would be to assess the internal and external influences at certain stages of the process such as evoked set, prior experience with the brand, brand loyalty and relevant external macro factors. The importance of the ‘Apple Store Experience could also be analysed.