Contents

• Chapter 1 1
• INTRODUCTION 1
• Background 1
• 1. The marketing mix 2
• 1.1 Advertising 2
• 1.2 Direct marketing 3
• 1.3 Public relations 3
• 1.4 Trade shows 3
• 1.5 Telemarketing 4
• 1.6 Personal selling 4
• 2. Marketing research 4
• 3. Market segmentation 5
• POSITIONING THE PRODUCT 5
• Purpose of the study 6
• Research Question 6
• Objectives of the study 6
• Company’s profile 7
• Apple Inc. 7
• iPod 7
• Chapter 2 9
• LITERATURE REVIEW 9
• Segmentation and Positioning 9
• Marketing Mix, Four P’s 12
• Positioning Diamond 16
• Macro trends: 16
• Target audiences 17
• Competitors 17
• Core Competencies 17Chapter 3 18
• RESEARCH METHODOLOGY 18
• Research design 18
• Survey research 18
• Research instrument 18
• Measurement Scale 19
• Sampling method 19
• Population 19
• Sample and Sample size 19
• Sampling design 19
• Type of the study 20
• Extent of researcher influences: 20
• Study setting 20
• Unit of analysis 20
• Time horizon 20
• Chapter 4 21
• FINDINGS AND INTERPRETIONS 21
• Chapter 5 36
• DISCUSSION AND CONCLUSIONS 36
• Conclusion 36
• Criticism on iPod 38
• Recommendations 39
• Limitations of the study 40
• REFERENCES 41
• Appendix 43
• Bibliography 45

Description

The present study entitled “Distinctive image of iPod in the minds of target market; consumer’s perception” gives us clear result about image or identity in the minds of target market for Apple iPod. The present research makes a clear picture of how and where the consumers rank the iPod with respect to the rival brands.