STP strategies about Apple and Nokia The essay is the comparison of marketing strategies about Apple and Nokia. The two companies have a very intense competition in the mobile phone market. But they use their own characteristics to have achieved good sales results. By analyzing segmentation, targeting and positioning to compare differences the two companies and their marketing advantages.
According to compare, Nokia has more kind of products, consumers have more choice. Their products can satisfy different stage of people. But Apple just suits a small part of people.
This is marketing segmentation for Apple. Firstly，this market for different ages of customers, they are between 20 and 45. The market focus on business man、office workers 、mobile phone enthusiast and students. Business men aged from 30 to 45 have stable and higher income. Their purchase power is strong and degree of dependence is higher. Office workers and students aged from 20 to 30 care the fashion and brand. A small number of people are mobile phone enthusiast. They have passion for smart mobile phone research. Secondly, the geographic, the number of sale is highest in development city and city higher than rural in China. Because the economic condition of city is better than rural. So the sales will be high. Thirdly, the psychographic, people want to show their identity and fashionable. The lastly, express behavioral segmentation,
Increasing young people hope there are more function and more entertainment in their mobile phone. This kind of smart mobile phone can satisfy the security needs. Especially the business man, high volume important information was saved in their mobile phone.
Nokia is considering more comprehensive. First, Nokia divide the shape and size according to people's age and gender to manufacture products. Second, in the price market, it will be divided into low, middle and high products. Besides, multiple value Nokia cell phones can respectively aim to different income groups. Third, Nokia produce entertainment, business and even more full-featured phones according to consumers' different lifestyle and hobbies. Fourth, with the changing trends in the mobile phone market, it also designed different keyboard and types cell phones such as full keyboard, touch screen, clamshell phone, slide phone and so on (https://www.doczj.com/doc/566275422.html,/z/q229036859.htm).
According the compare of this part, there are some similarly. Those company all target on the youth market. But also has a little different. Apple targeted on the consumers who have more money and high demand request for the function of mobile phone. Nokia has a variety of price options for consumers.
Apple is using an intensive marketing strategy. From the high price we can know that it is a high-end product. Set a higher price for the
market price-insensitive group and satisfy the people who want to chase fashion trends. One of the important targeting groups is the video enthusiasts. In the long term, the future of intelligence mobile phone is in China.
The product of Nokia is committed to long-term development in China, because China's huge population has created a broad space for development (https://www.doczj.com/doc/566275422.html,/view/b3778d b9fd0a79563c1e72b 3.html). In addition, Nokia aims to different segment market to produce different levels products. For example, Nokia produce small quantities of low-end cell phones to compete with home-made cell phones, and it developed a lot of strengthening in middle and high-end products to counter the major mobile phone manufacturers. And the company willing to produce cell phones that are the youth like to follow the latest trends in fashion. With a wide range of product types to establish a solid brand image.
This company also has the technology and innovation that the other brand did not have. But the Nokia was positioned in commonalty level.
Apple company position themselves in high-tech fashion intelligent communications products. In the intelligent communication market, it represents the forefront of technology. Iphone is fashion. Apple can attract the loyalty consumers, because they have innovative features. The excellent product is different from other intelligent mobile phone. It has
the basic function, but also has the high-end performance that the other intelligent mobile phones do not have. For example iphone has no key broad, but the company develops the touch-screen in order to get different form other mobile phone. Their function and maneuverability is leading position in the market.
Nokia mainly depend on human-technology design to establish brand image. It divides different product into many types, according to application, appearance or others. Its various products have different subject names. (https://www.doczj.com/doc/566275422.html,/view/ 2db8f2e0524de518964b7d60.html). Its products also have many series to satisfy different levels of customer demand (http://wenku.baidu. com/view/1197afec5ef7ba0d4a733b02.html). When people find intelligent mobile phone, firstly they will think Nokia. This brand is more influential than other brand. All kinds of Nokia’s products show hominization and differentiation. Apple’s products were positioned in a high level and high price.
According to comparison STP strategies of cell phone about Apple and Nokia, customers can clearly identify their difference. Usually, Apple cell phone more suit for rich people, these consumer's identity and incomes can be paid from the phone's price, and they can better use those specialized functions. Nokia can suit for all kinds of people. There are different price phones to choices for consumers who have their different
needs and economic conditions. Overall, those companies have their different way to choice their marketing and consumers. So they are successful in their areas.
Sandy 、Ivy
25th Oct. 2011
Reference
https://www.doczj.com/doc/566275422.html,/z/q229036859.htm
https://www.doczj.com/doc/566275422.html,/view/b3778db9fd0a79563c1e72b3.html. http://wenku.baidu. com/view/1197afec5ef7ba0d4a733b02.html. https://www.doczj.com/doc/566275422.html,/view/ 2db8f2e0524de518964b7d60.html
英语六级听力真题及答案 【篇一：2006-2014历年大学英语六级听力真题及答案 (完整版)】 s=txt>答案集合在全部真题之后（复合式听写中的长句无答案） 200606 1. a) she met with thomas just a few days ago. b) she can help with orientation program. c) she is not sure she can pass on the message. d) she will certainly try to contact thomas. 2. a) set the dinner table.b) change the light bulb. c) clean the dining room. d) hold the ladder for him. 3. a) he’d like a piece of pie.b) he’d like some coffee. c) he’d rather stay in the warm room. d) he’d just had dinner with his friends. 4. a) he has managed to sell a number of cars. b) he is contented with his current position. c) he might get fired. d) he has lost his job. 5. a) tony’s secretary. b) paul’s girlfriend. c) paul’s colleague. d) tony’s wife. 6. a) he was fined for running a red light. b) he was caught speeding on a fast lane. c) he had to run quickly to get the ticket.
写作 作文范文：Greed or Greet? The earth has nurtured generations of human beings, offering us with every resource to survive and prosper. Nowadays, with the explosion of population and boom of economy, human’s rel entless exploitation of natural resources has caused crisis of exhaustion of energy and resources. The remark “Earth provides enough to satisfy every man’s needs, but not every man’s greed.” gives out a warning for us all. The ecosystem has remained balanced until man becomes obsessed with their ambition to conquer Nature and they are blinded by greed. On one hand, they are so economy-oriented that they ignore the protection of environment. Increasing pollution not only causes serious problems such as global warming but also could threaten to end human life on our planet. On the other hand, man exploits and abuses non-renewable energy and resources for the sake of developing economy. If man insists on extracting natural resources recklessly, it will be too dreadful to face the consequence. Let us remember that only when we shake off greed and heal the earth can we build a better home for ourselves and our future generations. 【快速阅读】 美国工业制造 1-7 DADAAAB 8 higher 9 the immigrants 10 doing more themselves 听力 11. Why she could not get through to him. 12. He has difficulty finding affordable housing. 13. A code number is necessary to run the copy machine.
2018年英语六级考试试题及答案 PartⅠWriting 1.【题干】For this part, you are allowed 30 minutes to write an essay on the importance of building trust between business and consumers. You can cite examples to illustrate your views. 150-200 words. 【答案】Without a doubt, a mutually-trusted relation between businesses and consumers is important for the two parties. First of all, though business is objective, cooperation is relatively subjective. Only when a consumer believe in what a businessman is selling, he or she could decide to buy something from the man. In reality, I have seen too many consumers purchase or refuse one commodity only because they like or dislike the salesman who they meet, especially when they are in a bad mood. Secondly, when one businessman consider that a customer trusts him, he would feel honored and satisfied thereby giving more preference to the customer. Naturally, when one businessman offers the best quality goods and the best prices to a customer, the customer has no excuse to refuse the businessman. Once such relation informed, both the two parties gain profit from it Hence, both businesses and consumers should work together to form a reciprocal relation. PartⅢReading Section A
六级翻译 helj 2011/4/12 令狐采学 10/12) 82.There is no denying that you __________________________________ (越仔细越好) in dealing with this matter. 83.Only when I reached my thirties _____________________________(我才意识到读书是不能被忽视的). 84. Much _________________________________(使研究人员感到惊讶), the outcome of the experiment was far better than they had expected. 85. Oh, my, I can’t find my key; ______________________________(我一定是把它忘在哪儿了). 86. I ____________________________________________ (宁愿加入你们去做义工) than go to the beach for a holiday. (10\06) 82.___(他们的独生儿子从未想过) to leavethem and strike out on his own though he is in his late twenties. 83.Before you take any action, please remember to ___ (权衡你的决
定会产生的后果).84. He assured his friend that under no circumstances ___ (他会违背还钱的承诺).85. Most educators advise that kids ___ (不要沉溺于电脑游戏).86. Business major as he is, he has ___ (从未考虑过从事推销员工作). (09\12 ) 82. How long does a jacket like this last me? — (这要看你多长时间穿一次). 83. The theory he advanced has proved (对许多传统概念的一种挑战). 84. The manager (本可以亲自参加会议), but he was called away for some urgent business abroad. 85. Both research and practical experience have shown that a (均衡的饮食对健康是必不可少的). 86. Much (我感到遗憾), I was unable to finish the work on time. (09/06) 82.With the oil prices ever rising, she tried to talk ________ (说服他不买车). 83.________ (保持幽默有助于) reduce stress and promote creative thinking in today’s competitive society.. 84.When confronted with the evidence, ________ (他不得不坦白
2010年12月大学英语六级考试真题 Part I Writing (30 minutes) Direction: For this part, you are allowed 30 minutes to write a short essay entitled My Views on University Ranking. You should write at least 150 words following the outline given below. 1. 目前高校排名相当盛行; 2. 对于这种做法人们看法不一; 3. 在我看来…… My Views on University Ranking . . . Part II Reading Comprehension (Skimming and Scanning) (15 minutes) Directions: In this part, you will have 15 minutes to go over the passage quickly and answer the questions on Answer Sheet 1. For questions 1-7, choose the best answer from the four choices marked [A], [B], [C] and [D]. For questions 8-10, complete the sentences with the information given in the passage. Into the Unknown The world has never seen population ageing before. Can it cope? Until the early 1990s nobody much thought about whole populations getting older. The UN had the foresight to convene a “world assembly on ageing” back in 1982, but that came and went. By 1994 the World Bank had noticed that something big was happening. In a report entitled “Averting the Old Age Crisis”, it argued that pension arrangements in most countries were unsustainable. For the next ten years a succession of books, mainly by Americans, sounded the alarm. They had titles like Young vs Old, Gray Dawn and The Coming Generational Storm, and their message was blunt: health-care systems were heading for the rocks, pensioners were taking young people to the cleaners, and soon there would be intergenerational warfare.
2013年6月英语六级真题及答案（文都版） Part ⅣReading Comprehension (Reading in Depth) (25 minutes) Question 47 to 51 are based on the following passage often assumed musical Highly proficient musicianship is hard won. Although it’s evidence that this isn’t the case. While it seems ability us inherited, there’s abundant that at birth virtually everyone has perfect pitch, the reasons that one child is better than another are motivation and practice. Highly musical children were sung to more as infants and more encouraged to join in song games as kids than less musical ones, long before any musical ability could have been evident. Studies of classical musicians prove that the best ones practiced considerably more from childhood onwards than ordinary orchestral players, and this is because their parents were at them to put in the hours from a very young age. The same was true of children selected for entry to specialist music schools, compared with those who were rejected. The chosen children had parents who had very actively supervised music lessons and daily practice from young ages, giving up substantial periods of leisure time to take the children to lessons and concerts. The singer Michael Jackson’s story, although unusually brutal and extreme, is illumination when considering musical prodigy(天才). Accounts suggest that he was subjected to cruel beatings and emotional torture ,and that he was humiliated (羞辱) constantly by his father, What sets Jackson’s family apart is that his father used his reign of terror to train his children as musicians and dancers. On top of his extra ability Michael also had more drive. This may have been the result of being the closest of his brothers and sisters to his mother. “He seemed other said of him. She different to me from the other children —special,”Michael’s m may not have realized that treating her son as special may have been part of the reason be became like that. All in all, if you want to bring up a Mozart or Bach, the key factor is how hard you
2019年6 月大学英语六级考试真题(第2 套) Part I Writing (30 minutes) Directions: For this part, you are allowed 30 minutes to write an essay on the importance of mutual understanding and respect in interpersonal relationships. You should write at least 150 words but no more than 200 words. PartⅡListening Comprehension (30 minutes) Section A Directions: In this section, you will hear two long conversations. At the end of each conversation, you will hear four questions. Both the conversation and the questions will be spoken only once. After you hear a question, you must choose the best answer from the four choices marked，A)B)，C) and D). Then mark the corresponding letter on Answer Sheet 1 with a single line through the centre. Questions 1 to 4 are based on the conversation you have just heard. 1. A) A six- month-long negotiation. B) Preparations for the party. C) A project with a troublesome client. D) Gift wrapping for the colleagues. 2. A) Take wedding photos. B) Advertise her company. C) Start a small business. D) Throw a celebration party. 3. A) Hesitant. B) Nervous. C) Flattered. D) Surprised. 4. A) Start her own bakery. B) Improve her baking skill. C) Share her cooking experience. D) Prepare for the wedding. Questions 5 to 8 are based on the recording you have just heard. 5. A) They have to spend more time studying. B) They have to participate in club activities. C) They have to be more responsible for what they do. D) They have to choose a specific academic discipline. 6. A) Get ready for a career. B) Make a lot of friends.
2017年12月大学英语六级听力真题解析 2017.12月份的六级考试已经落下帷幕，以下是对听力部分考题的一个解析，希望对同学们有所帮助. Conversation One M: And now, for the latter side of the news, Europe is setting an example for the rest of the world when it comes to food waste. W: That’s right, John. This week, the Italian government passed legislation that aims to dramatically reduce the amount of food waste in the country. Q1:New laws have been put into place that will make it easier for farms and supermarkets to donate and sell foods to those who are in need. M: Yes, in an addition to this, businesses will now be rewarded for successful efforts to cut food waste. W: Italy is not the only country to focus on reducing food waste. Just earlier this year, Q2:the European parliament voted in favor of legislation that would stop grocery giants from unfair trading practices that result in overproduction, thus creating waste. M: In France, Q3:the government has banned supermarkets from throwing away edible foods and imposed harsh penalties on businesses that fail to comply with the regulations. W: While there is still much progress to be made, other countries could learn a thing or two from the example set by France and Italy. In the United Sates, up to 40% of all food goes uneaten. Despite the fact that one in seven American households lacks regular access to good food, Q4:one major cause of this problem is the confusion over food expiration labels, which are currently not regulated by the government. M: All this could change soon. This wave of new laws in Europe will definitely put more pressure on law makers to reduce food waste here. We turn now to a
2019年6月大学英语六级考试真题（第1套） Part I Writing (30 minutes) Directions: For this part, you are allowed 30 minutes to write an essay on the importance of motivation and methods in learning. You should write at least 150 words but no more than 200 words. PartⅡListening Comprehension (30 minutes) Section A Directions: In this section, you will hear two long conversations. At the end of each conversation, you will hear four questions. Both the conversation and the questions will be spoken only once. After you hear a question, you must choose the best answer from the four choices marked A），B），C) and D). Then mark the corresponding letter on Answer Sheet 1 with a single line through the centre. Questions 1 to 4 are based on the conversation you have just heard. 1. A) why Roman Holiday was more famous than Breakfast at Tiffany’s. B)why Audrey Hepburn had more female fans than male ones. C)Why the woman wanted to be like Audrey Hepburn. D)why so many girls adored Audrey Hepburn. 2. A)Her unique personality. B)Her physical condition. C)Her shift of interest to performing arts. D)Her famil y’s suspension of financial aid. 3. A) She was not an outgoing person. B)She was modest and hardworking C)She was easy-going on the whole. D)She was usually not very optimistic. 4. A)She was influenced by the roles she played in the films. B)Her parents taught her to symbolize with the needy. C)She learned to volunteer when she was a child. D)Her family benifited from other people’s help. Questions 5 to 8 are based on the recording you have just heard. 5. A) Give a presentation. B)Rise some questions. C)Start a new company. D)Ateed a board meeting. 6. A) It will cut production costs. B)It will raise productivities. C)No staff willl be dismissed. D)No new staff will be hired. 7. A)The timeline of restructuring.
最牛英语口语培训模式：躺在家里练口语，全程外教一对一，三个月畅谈无阻！ 洛基英语，免费体验全部在线一对一课程：https://www.doczj.com/doc/566275422.html,/wenkxd.htm（报名网址） 综合题，请根据题目给出的内容，来回答下面给出的试题。Part ⅡReading Comprehension (35 minutes) Directions: There are 4 passages in this part, Each passage is followed by some questions at unfinished statements. For each of them there are four choices marked A), B), C) and D). You should decide on the best choice and mark the corresponding letter on the Answer Sheet with a single line through the centre. Passage One Questions 21 to 25 are based on the following passage. In 1985 when a Japan Air Lines (JAL) jet crashed, its president, Yasumoto Takagi, called each victim’s family to apologize, and then promptly resigned. And in 1987, when a subsidiary of Toshiba sole sensitive military technology to the former Soviet Union, the chairman of Toshiba gave up his post. These executive actions, which Toshiba calls “the highest form of apology,”may seem bizarre to US managers. No one at Boeing resigned after the JAL crash, which may have been caused by a faulty Boeing repair. The difference between the two business cultures centers around different definitions of delegation. While US executives give both responsibility and authority to their employees, Japanese executives delegate only authority—the responsibility is still theirs. Although the subsidiary that sold the sensitive technology to the Soviets had its own management, the Toshiba top executives said they “must take personal responsibility for not creating an atmosphere throughout the Toshiba group that would make such activity unthinkable, even in an independently run subsidiary.” Such acceptance of community responsibility is not unique to businesses in Japan. School principals in Japan have resigned when their students committed major crimes after school hours. Even if they do not quit, Japanese executives will often accept primary responsibility in other ways, such as taking the first pay cut when a company gets into financial trouble. Such personal sacrifices, even if they are largely symbolic, help to create the sense of community and employee loyalty that is crucial to the Japanese way of doing business. Harvard Business School professor George Lodge calls the ritual acceptance of blame “almost a feudal (封建的) way of purging (清除) the community of dishonor,”and to some in the United States, such resignations look cowardly. However, in an era in which both business and governmental leaders seem particularly good at evading responsibility, many US managers would probably welcome an infusion (灌输) of the Japanese sense of responsibility, If, for instance,
2006年——2014年六级听力真题及答案 200606 1. A) She met with Thomas just a few days ago. B) She can help with orientation program. C) She is not sure she can pass on the message. D) She will certainly try to contact Thomas. 2. A) Set the dinner table. B) Change the light bulb. C) Clean the dining room. D) Hold the ladder for him. 3. A) He’d like a piece of pie. B) He’d like some coffee. C) He’d rather stay in the warm room. D) He’d just had dinner with his friends. 4. A) He has managed to sell a number of cars. B) He is contented with his current position. C) He might get fired. D) He has lost his job. 5. A) Tony’s secretary. B) Paul’s girlfriend. C) Paul’s colleague. D) Tony’s wife. 6. A) He was fined for running a red light. B) He was caught speeding on a fast lane. C) He had to run quickly to get the ticket. D) He made a wrong turn at the intersection. 7. A) He has learned a lot from his own mistakes. B) He is quite experienced in taming wild dogs.
2017年6月六级真题一 Section A Directions: In this section, you will hear two long conversations. At the end of each conversation, you will hear four questions. Both the conversation and the questions will be spoken only once. After you hear a question, you must choose the best answer from the four choices marked A, B, C and D. Then mark the corresponding letter on Answer Sheet 1 with a single line through the centre. Questions 1 to 4 are based on the conversation you have just heard. 1. A. Doing enjoyable work. B. Having friendly colleagues. C. Earning a competitive salary. D. Working for supportive bosses. 2. A. 31%. B. 20%. C. 25%. D. 73%. 3. A. Those of a small size. B. Those run by women. C. Those that are well managed. D. Those full of skilled workers. 4. A. They can hop from job to job easily. B. They can win recognition of their work. C. They can better balance work and life. D. They can take on more than one job. Questions 5 to 8 are based on the conversation you have just heard. 5. A. It is a book of European history. B. It is an introduction to music. C. It is about the city of Bruges. D. It is a collection of photos. 6. A. When painting the concert hall of Bruges. B. When vacationing in an Italian coastal city. C. When taking pictures for a concert catalogue. D. When writing about Belgium's coastal regions. 7. A. The entire European coastline will be submerged. B. The rich heritage of Europe will be lost completely. C. The seawater of Europe will be seriously polluted. D. The major European scenic spots will disappear. 8. A. Its waterways are being increasingly polluted. B. People cannot get around without using boats. C. It attracts large numbers of tourists from home and abroad. D. Tourists use wooden paths to reach their hotels in the morning. Section B Directions: In this section, you will hear two passages. At the end of each passage, you will hear three or four questions. Both the passage and the questions will be spoken only once.