TEST BANKCHAPTER 3: STRATEGIC AND FINANCIAL LOGISTICSMultiple Choice Questions (correct answers are bolded)1. Depending on industry and product type, reverse logistics costs as a percent of revenue can range between ___________ and ___________ percent.a. 5; 10b. 4; 8c. 3; 6d. 2; 4[LO: material at beginning of the chapter; Moderate; Application; AACSB Category 3: Analytical thinking]2. Which of the following is not a level at which strategy can be formulated?a. corporateb. business unitc. functionald. individual location[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Moderate; Synthesis; AACSB Category 3: Analytical thinking]3. ___________ strategy is focused on determining the goals for the company, the types of businesses in which the company should compete, and the way the company will be managed.a. Functional levelb. Business unit levelc. Divisional leveld. Corporate level[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Easy; Concept; AACSB Category 3: Analytical thinking]4. Strategy at a ___________ level is primarily focused on the products and services provided to customers and on finding ways to develop and maintain a sustainable competitive advantage with these customers.a. functionalb. business unitc. divisionald. corporatefinancial outcomes; Easy; Concept; AACSB Category 3: Analytical thinking]5. Which of the following is not one of the generic strategies that can be pursued by an organization, as identified by strategist Michael Porter?a. value enhancementb. differentiationc. cost leadershipd. focus[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Moderate; Synthesis; AACSB Category 3: Analytical thinking]6. A ___________ strategy entails an organization developing a product and/or service that offers unique attributes that are valued by customers and that the customer perceives to be distinct from competitor offerings.a. focusb. differentiationc. value enhancementd. market orientation[LO 3.1: To un derstand how logistics decisions can influence an organization’s strategic financial outcomes; Easy; Concept; AACSB Category 3: Analytical thinking]7. Which generic strategy concentrates an organization’s effort on a narrowly defined market to achieve either a cost leadership or differentiation strategy?a. hybridb. market orientationc. tailoredd. focus[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Easy; Concept; AACSB Category 3: Analytical thinking]8. A(n) ___________ entails the functional units of an organization providing input into the other levels of strategy formulation.a. supply chainb. differentiation strategyc. hierarchy of strategyd. enterprise resource systemfinancial outcomes; Moderate; Concept; AACSB Category 3: Analytical thinking]9. Which of the following represents the preferred hierarchy of strategy (i.e., from the first strategy to be developed to the last to be developed)?a. corporate→business unit→functionalb. functional→business unit→corporatec. corporate→business unit→divisionald. business unit→divisional→functional[LO 3.1: To understand how log istics decisions can influence an organization’s strategic financial outcomes; Difficult; Synthesis; AACSB Category 3: Analytical thinking]10. ___________ strategy decisions involve issues such as the number and location of warehouses and the selection of appropriate transportation modes.a. Marketingb. Productionc. Financed. Logistics[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Moderate; Application; AACSB Category 3: Analytical thinking]11. Which of the following is not a potential type of logistics strategy decision?a. investments in technology that support logistics activitiesb. selection of appropriate transportation modesc. deployment of inventoryd. product availability[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Moderate; Synthesis; AACSB Category 3: Analytical thinking]12. When developing logistics strategy, a(n) ___________ strategy refers to the management of logistics activities with a focus on costs.a. marketb. processc. differentiationd. information[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Moderate; Concept; AACSB Category 3: Analytical thinking]13. A(n) ___________ strategy refers to management of logistical activities with a goal of achieving coordination and collaboration through the channel.a. marketb. processc. differentiationd. information[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Moderate; Concept; AACSB Category 3: Analytical thinking]14. A(n) ___________ strategy allows retail customers to order products anywhere, any time, and on any device, while also allowing them to take delivery when and where they want.a. value co-creationb. omnichannelc. hybrid logisticsd. information-centric[LO 3.1: To understand how logistics decisions can influence an organization’s str ategic financial outcomes; Moderate; Concept; AACSB Category 3: Analytical thinking]15. The ___________ shows revenues, expenses, and profit for a period of time.a. balance sheetb. current ratioc. income statementd. statement of cash flows[LO 3.2: To review basic financial terminology used by logistics managers; Easy; Concept; AACSB Category 3: Analytical thinking]16. In general, the ___________ measures the profitability of the products and/or services provided by a company.a. balance sheetb. Strategic Profit Model (SPM)c. Balanced Scorecard (BSC)d. income statement[LO 3.2: To review basic financial terminology used by logistics managers; East; Application; AACSB Category 3: Analytical thinking]17. The ___________ reflects t he assets, liabilities, and owners’ equity at a given point in time.a. Balanced Scorecard (BSC)b. balance sheetc. income statementd. Strategic Profit Model (SPM)[LO 3.2: To review basic financial terminology used by logistics managers; Easy; Concept; AACSB Category 3: Analytical thinking]18. The balance sheet reflects the assets, liabilities, and ___________ at a given point in time.a. costs of goods soldb. net incomec. owners’ equityd. asset turnover[LO 3.2: To review basic financial terminology used by logistics managers; Easy; Concept; AACSB Category 3: Analytical thinking]19. Which of the following does not appear on the balance sheet?a. assetsb. owners’ equityc. liabilitiesd. net income[LO 3.2: To review basic financial terminology used by logistics managers; Moderate; Synthesis; AACSB Category 3: Analytical thinking]20. Which of the following does not affect cash flows within an organization?a. revenue growthb. asset utilizationc. inventoryd. accounts receivable[LO 3.2: To review basic financial terminology used by logistics managers; Moderate; Synthesis; AACSB Category 3: Analytical thinking]21. The ___________ Act has implications for logistics managers in terms of internal controls, off balance sheet obligations, and timely reporting of material events.a. Glass-Steagallb. Financial Managersc. Sarbanes-Oxleyd. Regulatory Accountability[LO 3.3: To explain organizational financial reporting requirements affected by logistics activities; Moderate; Application; AACSB Category 3: Analytical thinking]22. The current ratio is calculated by dividing ___________ by ___________.a. total current assets; total current liabilitiesb. total current liabilities; total current assetsc. total assets; total liabilitiesd. total liabilities; total assets[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Application; AACSB Category 3: Analytical thinking]23. Which of the following is a common measure of organizational financial success?a. Net profit marginb. Income statementc. Current ratiod. Return on Investment (ROI)[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Synthesis; AACSB Category 3: Analytical thinking]24. What provides the framework for conducting return on assets (ROA) analysis by incorporating revenues and expenses to generate net profit margin, as well as inclusion of assets to measure asset turnover?a. Balanced Scorecard (BSC)b. Strategic Profit Model (SPM)c. Balance Sheetd. Supply Chain Operations Reference Model[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Concept; AACSB Category 3: Analytical thinking]25. Return on assets (ROA) equals:a. current assets divided by total assets.b. return on investment divided by return on net worth.c. net profit margin times asset turnover.d. total assets divided by costs of goods sold.[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Concept; AACSB Category 3: Analytical thinking]26. Suppose that a logistics manager is able to eliminate some unnecessary inventory, which reduces the value of current assets as well as total asset value. What is the corresponding impact on inventory turnover and return on assets (ROA)?a. Both inventory turnover and ROA increase.b. Inventory turnover increases and ROA decreases.c. Inventory turnover decreases and ROA increases.d. Both inventory turnover and ROA decrease.[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Difficult; Synthesis; AACSB Category 3: Analytical thinking]27. What is the formula for net profit margin?a. Gross Profit minus Interest Expensesb. Sales divided by Costs of Goods Soldc. Total Sales divided by Total Assetsd. N et Profit divided by Sales[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Concept; AACSB Category 3: Analytical thinking]28. With respect to net profit margin, the most relevant categories for logistics managers to consider are:a. sales, costs of goods sold, and asset turnover.b. accounts receivable, costs of goods sold, and total expenses.c. sales, costs of goods sold, and total expenses.d. inventory, accounts receivable, and total expenses.[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Synthesis; AACSB Category 3: Analytical thinking]29. What is the formula for asset turnover?a. total sales divided by total assetsb. net profit divided by total assetsc. return on assets divided by total assetsd. return on investment divided by return on net worth[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Concept; AACSB Category 3: Analytical thinking]30. With respect to asset turnover, ___________ is typically the most relevant logistics asset.a. warehousingb. inventoryc. transportation equipmentd. materials handling equipment[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Synthesis; AACSB Category 3: Analytical thinking]31. The Balanced Scorecard (BSC) approach is based on the belief that management should evaluate their business from ___________ distinct perspectives.a. twob. threec. fourd. five[LO 3.5: To consider the value of utilizing the Balanced Scorecard approach for examining the performance of a logistics system; Moderate; Concept; AACSB Category 3: Analytical thinking]32. The ___________ is based on the belief that management should evaluate their businessfrom four different perspectives.a. Balanced Scorecard (BSC)b. Strategic Profit Model (SPM)c. Boston Consulting Group Matrixd. Gross Margin Return on Inventory[LO 3.5: To consider the value of utilizing the Balanced Scorecard approach for examining the performance of a logistics system; Moderate; Concept; AACSB Category 3: Analytical thinking]33. Logistics measurement systems have been traditionally designed to include information on how many types of performance?a. twob. threec. fourd. five[LO 3.6: To compare some of the common performance measures for logistics activities; Moderate; Synthesis; AACSB Category 3: Analytical thinking]34. Performance measurement in ___________ is used to identify design and operations options that provide benefits in terms of increased speed or reduced costs.a. materials handlingb. warehousingc. packagingd. order management[LO 3.6: To compare some of the common performance measures for logistics activities; Moderate; Application; AACSB Category 3: Analytical thinking]35. ___________ looks at how long an organization’s cash is tied up in receivables, payables, and inventory.a. Cash-to-cash cycleb. Cash flowc. Gross margin return on investment (GMROI)d. Current ratio[LO 3.6: To compare some of the common performance measures for logistics activities; Moderate; Concept; AACSB Category 3: Analytical thinking]True-False Questions1.Depending on the industry and product type, reverse logistics costs as a percentage of revenues can range between 2 and 4 percent. (False)[LO: material at beginning of the chapter; Moderate; Application; AACSB Category 3: Analytical thinking]2.Developing financial fluency is a critical skill for contemporary logistics managers. (True) [LO: material at beginning of the chapter; Moderate; Application; AACSB Category 3: Analytical thinking]3.Logistics performance is important for achieving competitive advantage for many firms. (True)[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Easy; Application; AACSB Category 3: Analytical thinking]4.Strategy can be formulated at a corporate level, a business unit level, and a functional level. (True)[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Moderate; Synthesis; AACSB Category 3: Analytical thinking]5.Strategy at a business unit level is primarily focused on the types of businesses in which the company should compete and the way the company should be managed. (False)[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Moderate; Concept; AACSB Category 3: Analytical thinking]6.Strategist Michael Porter identified three generic strategies that can be pursued by an organization—namely, cost leadership, differentiation, and value enhancement. (False)[LO 3.1: To understand how logistics d ecisions can influence an organization’s strategic financial outcomes; Moderate; Synthesis; AACSB Category 3: Analytical thinking]7. A differentiation strategy entails an organization developing a product and/or service that offers unique attributes that are valued by customers and that customers perceive to be distinct from competitor offerings. (True)[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Moderate; Concept; AACSB Category 3: Analytical thinking]8.The hierarchy of strategy entails the functional units of an organization providing input into the other levels of strategy formulation. (True)[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Moderate; Concept; AACSB Category 3: Analytical thinking]9.Functional level strategies exist in marketing and production, but not in logistics. (False) [LO 3.1: To understand how logistics decisions can influence an organization’s strategi c financial outcomes; Moderate; Application; AACSB Category 3: Analytical thinking]10.Marketing goals in areas such as product availability, desired customer service levels, and packaging design have limited influence on logistics decisions. (False)[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Moderate; Application; AACSB Category 3: Analytical thinking]11. A process strategy refers to management of logistics activities across business units witha focus on reducing complexity for customers. (False)[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Easy; Concept; AACSB Category 3: Analytical thinking]12.Research indicates a positive benefit to aligning functional strategies, such as marketing or logistics, with the overall corporate strategy. (True)[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Moderate; Application; AACSB Category 3: Analytical thinking]13.An omnichannel strategy allows retail customers to order products anywhere, any time, and on any device, while also allowing them to take delivery when and where they want. (True)[LO 3.1: To understand how logistics decisions can influence an organization’s strategic financial outcomes; Easy; Concept; AACSB Category 3: Analytical thinking]14.An understanding of financial terminology can help logisticians to manage logistical activities to improve their company’s finan cial performance. (True)[LO 3.2: To review basic financial terminology used by logistics managers; Moderate; Application; AACSB category 3: Analytical thinking]15.The income statement is the same thing as the balance sheet. (False)[LO 3.2: To review basic financial terminology used by logistics managers; Moderate; Application; AACSB category 3: Analytical thinking]16.In general, the income statement measures the profitability of the products and/or service provided by a company. (True)[LO 3.2: To review basic financial terminology used by logistics managers; Easy; Concept; AACSB Category 3: Analytical thinking]17.Superior logistics service can have a positive influence on an organization’s financial performance. (True)[LO 3.2: To review basic financial terminology used by logistics managers; Moderate; Application; AACSB Category 3: Analytical thinking]18.The balance sheet reflects the assets, liabilities, and costs of goods sold at a given point in time. (False)[LO 3.2: To review basic financial terminology used by logistics managers; Easy; Concept; AACSB category 3: Analytical thinking]19.Long-term assets have a useful life of more than two years. (False)[LO 3.2: To review basic financial terminology used by logistics managers; Easy; Concept; AACSB Category 3: Analytical thinking]20.Owners’ equity is the difference between what a company owns and what it owes at any particular point in time. (True)[LO 3.2: To review basic financial terminology used by logistics managers; Easy; Concept; AACSB Category 3: Analytical thinking]21.The income statement details how an organization generates cash and where cash is used during a defined period of time. (False)[LO 3.2: To review basic financial terminology used by logistics managers; Easy; Concept; AACSB Category 3: Analytical thinking]22.In terms of the statement of cash flows, the connections between logistics activities and cash flows occur primarily in the operating and financing areas. (True)[LO 3.2: To review basic financial terminology used by logistics managers; Moderate; Application; AACSB Category 3: Analytical thinking]23.Three primary areas where the Sarbanes-Oxley Act (SOX) has implications for logistics managers are internal controls, off balance sheet obligations, and timely reporting of material events. (True)[LO 3.3: To explain organizational financial reporting requirements affected by logistics activities; Moderate; Synthesis; AACSB Category 3: Analytical thinking]24.The current ratio is calculated by dividing total current liabilities by total current assets. (False)[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Easy; Concept; AACSB Category 3: Analytical thinking]25. A common measure of organizational financial success is return on investment (ROI). (True)[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Application; AACSB Category 3: Analytical thinking]26.Return on assets (ROA) equals net profit margin times asset turnover. (True)[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Easy; Concept; AACSB Category 3: Analytical thinking]27.The Balanced Scorecard (BSC) provides the framework for conducting return on assets (ROA) analysis by incorporating revenues and expenses to generate net profit margin, as well as inclusion of assets to measure asset turnover. (False)[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Concept; AACSB Category 3: Analytical thinking]28. A reduction in inventory would increase inventory turnover, which means an increase in that organization’s return on assets (ROA). (True)[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Application; AACSB Category 3: Analytical thinking]29.Operationally, net profit margin is net profit divided by cost of goods sold. (False) [LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Concept; AACSB Category 3: Analytical thinking]30.With respect to net profit margin, the most relevant categories for logistics managers to consider are sales, costs of goods sold, and asset turnover. (False)[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Synthesis; AACSB Category 3: Analytical thinking]31.The primary influence of logistics activities on sales would be through the improvement of customer service. (True)[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Application; AACSB Category 3: Analytical thinking]32.Asset turnover is calculated by dividing return on assets by total assets. (False)[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Easy; Concept; AACSB Category 3: Analytical thinking]33.With respect to asset turnover, inventory is typically the most relevant logistics asset. (True)[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Application; AACSB Category 3: Analytical thinking]34. A decision to invest in an electronic data interchange system that would increase invoice accuracy should result in a lower amount of accounts receivable. (True)[LO 3.4: To employ the strategic profit model to highlight the financial impact of logistics activities; Moderate; Application; AACSB Category 3: Analytical thinking]35.The Balanced Scorecard (BSC) is based on the belief that management should evaluate their business from five different perspectives. (False)[LO 3.5: To consider the value of utilizing the Balanced Scorecard approach for examining the performance of a logistics system; Moderate; Application; AACSB Category 3: Analytical thinking]36.According to the Balanced Scorecard (BSC) approach, the financial perspective is considered the best indicator of whether or not logistics strategy is being properly implemented and executed. (False)[LO 3.5: To consider the value of utilizing the Balanced Scorecard approach for examining the performance of a logistics system; Moderate; Application; AACSB Category 3: Analytical thinking]37.The measures associated with the Balanced Scorecard (BSC) can be at a strategic or tactical level. (True)[LO 3.5: To consider the value of utilizing the Balanced Scorecard approach for examining the performance of a logistics system; Moderate; Synthesis; AACSB Category 3: Analytical thinking]38.Best in Class companies tend to use transportation scorecards less frequently than other companies. (False)[LO 3.6: To compare some of the common performance measures for logistics activities; Moderate; Synthesis; AACSB Category 3: Analytical thinking]39.The cash-to-cash cycle looks at how long an organization’s cash is tied up in receivables, payables, and inventory. (True)[LO 3.6: To compare some of the common performance measures for logistics activities; Moderate; Concept; AACSB Category 3: Analytical thinking]40.When applying performance measures to logistics activities, determination of the key measures should be tailored to the individual organization and level of decision making. (True) [LO 3.6: To compare some of the common performance measures for logistics activities; Moderate; Synthesis; AACSB Category 3: Analytical thinking]。
理论研究099摘要：文章以苹果、戴森产品造型为例，从技术美学嬗变所形成的设计差异化为角度出发，探讨设计差异化对于品牌价值的推动与促进，来阐述设计差异化对现代品牌价值的影响。
分析了设计差异化产生的诱因在于技术美学的嬗变，以苹果与戴森差异化的产品造型为例，阐述了设计上的差异化直接推动品牌的发展以及对其核心价值的推动，从而为国内品牌的发展给出一定的启示。
设计差异化推动品牌的发展与品牌价值的提高。
可为民族品牌建设与发展提供参考。
关键词：设计 差异化 技 术美学 品牌 核心价值中图分类号：J524.1 文献标识码：A 文章编号：1003-0069（2021）01-0099-03Abstract：Taking the Apple and Dyson product styling as an example ，the article explores the differentiation and differentiation of design differentiation from the perspective of design differentiation ，and discusses the impact of design differentiation on modern brand value.Analyzed the inducement of design differentiation lies in the evolution of technical aesthetics. Taking the differentiated product styling of Apple and Dyson as an example ，it explained that the differentiation in design directly promotes the development of the brand and the promotion of its core value ，thus contributing to the domestic market. The development of the brand gives some enlightenment.Design differentiation drives brand development and brand value.Provide reference for the development of domestic brands.Keywords：Design Differentiation Technical aesthetics Brand Core value 大连医科大学中山学院 马赈辕大连医科大学艺术学院 许甲子引言媒体融合已经成为信息时代发展的趋势，产品的造型、服务、设计等因素不再盲目遵从“功能决定形式”的现代主义思想原则，设计的差异化成为保证产品竞争力的核心因素之一，进而推动品牌核心价值的构建与发展。
苹果 STP分析1.Market segmentationAs we all know,Market segmentation is the inevitable trend of mature market.Market segmentation is not based on product variety, product line to carry out, but from the consumer (refer to the final consumer) and the angle of industrial producers divided, from the consumer's needs, motivations, purchase behavior and diversity differences to divide.Through the target market segments, making for the production, marketing plays a role in the guidelines, to better expand the market capacity.Market segmentation criteria have geographical factors, demographic factors, psychological factors, behavioral factors.Apple's products are now sold in more than 90 countries, there are more than 180 operators to support, according to the geographic market factors can be divided into the US market, the Chinese market, the Indian market and markets in other countries.Apple's products as a representative of high-tech products, we can also use demographic factors and behavioral factors do market segmentation criteria, specific model is as follows:(1)Business type: Aged mainly between 30-45 workplace users.Group is characterized by a stable income, with the price of each smartphone purchasing power.They are the business community, one of the most important groups, they are at the top of enterprises, the daily work of a busy, often travel abroad.So, first of all, they are the continuity and quality of phone calls and data transmissions required;Secondly, the phone also carries its most important data, so on the phone demanding security confidentiality; and finally,they need to deal with all kinds of files anywhere, high dependence on the mobile office.So business phone should help users achieve both fast and smooth communication, but also efficiently complete business activities.(2)Entertainment: Electronic products, the main target market of students and young workers dominated groups......Age group is characterized by a relatively small, young, weak economy.They have not just use the phone for communication, recording, photography, video, games, Internet and so they function more favored, they respected fashion, attention to the phone's entertainment.So they mainly required for mobile phones: reasonable price, fashion design, versatile, entertaining.(3)The development of electronic products: Electronics market in the smaller proportion of consumer groups, mainly aged between 20-30 years old, IT related industry workers or mobile phone enthusiasts.Such consumers are characterized by electronic products have great passion for exploration, will use most of the features of electronic products, electronic products, develop their own potential as much as possible, even to write software for their electronic equipment.2.TargetingThe status of the brand architecture and target customers, tastes, purchasing power and the number of direct matching, which also fully reflects the price, quality standards as brand differentiation. First, Apple will target consumers into young business people, video enthusiasts three groups. Then using intensive marketing strategy of market differentiation, at different times with the same product to conquer the fashion, science and technology are highly sensitive groups.From Apple's existing electronic products lookand function of view, Apple has been the young fashion people as the main target customers.Young electronic product features, appearance has a very high demand, such as multimedia applications, web browsing and so on. the iPhone has a stylish appearance, touch screen, but also the integration of the Apple iPod player itunes download software. As can be seen the iPhone to buy, like the ipod's primary audience of young consumers; another iPhone is for business people and the development of mobile phones. Business people more emphasis phone features, such as word processing, mail and other functions. So business people pair is the iPhone secondary audience.In addition, Apple's products from the prices can be clearly show feature is that it is a high-end mobile phones.Seting at a higher market price, the market price for the insensitive group, meet people chasing fashion trends.Finally, in the US market launch of Apple products, including a very important target group for video enthusiasts.And Apple is now the main market is Native American, but in the long run, the future market of smart phones and other electronic products in China and India, the world's apples if you want to occupy a leading position, it must have received in the developed economies and emerging economies successful, the need to adopt a dual business model at this time.3.PositioningApple's departure from the characteristics of their products, according to the high-tech fashion marketing concept, its technology is positioned as five aspects, namely the effect of positioning, quality orientation, self-expression positioning, senior groups targeted and quality of price positioning.Strategic positioning of the main strategies adopted mainly high-end, specialty positioning, benefiting positioning.iPhone positioning itself in thehigh-tech fashion cohesion intelligent communications products.Apple's market positioning strategy has the image of differentiation strategy, personnel differentiation strategy, service differentiation strategy and product differentiation strategy: (1)Image differentiation strategy:Apple iPhone brand ambassador: Jobs, he made himself into "anti-traditional" fighter, he kind of almost the same jeans and black turtleneck sweater, not only giving a cool, hippie, rebellious feeling, and also this image extends to the Apple brand(2)Personnel differentiation strategy:The core of marketing is "emotional economy." Jobs that "emotional economy" will replace the "rational economic" Innovation has nothing to do with how many R & D funding, the key is you have people, how you lead them to innovate, as well as your understanding of innovation.(3)Service differentiation strategy:Apple on branding their products, do not use the traditional means of marketing and prefer rigid flexible manufacturing experience, the company stressed that allow consumers to participate in marketing activities in the past, Apple's electronic products in the world has many fans, they have set up their own websites, and even publishes its own magazine to participate in Apple's marketing activities.(4)Product differentiation strategy:excellent product designApple is not equivalent to other smart phones, it has the basic performance of other smart phones, but it also has other smart phones do not have high-end performance, and its innovation is unmatched。
