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Marketing News Journal #1 - Essay Example

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The mobile smartphone industry, in particular, proves this notion. Last month, Apple, Inc. launched its new and much awaited iPhone 6. News of this new product spread quickly around the world. Mobile…
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Marketing News Journal #1
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Download file to see previous pages Before looking into the reactions of consumers, it is important to understand market trends in the mobile phone industry. Competitors in this industry engage in fierce advertising and marketing following the development of new and improved phones. A close competitor to Apple is Samsung. Even though there are other major players in the industry, these two firms are known to try to outperform each other in phone technology. A clear example is evident through Samsung’s Galaxy phones and Apple’s iPhones. Ultimately, the consumer is the final decision maker as to which phone better meets one’s tastes, preferences, or interests.
As earlier mentioned, iPhone 6 pre-sale bookings were available before the product hit the market. The underlying marketing practices explored consumer interests and anticipations for the product. One major improvement observed in the new product is the size of its screen. Chen (2014) maintains that smartphone users increasingly prefer bigger screens to small ones. In response, Apple would ultimately meet this need alongside Samsung. A comparison of screen sizes show that Apple has had to follow Samsung’s path to try to recapture lost markets that opt for bigger screens (Chen, 2014).
In light of the above discussion, it is evident that consumers interests or needs changes from time to time. There are certain consumers who stick to iPhones regardless of their screen size, while others prefer a big size screen regardless of the brand. The common denominator, however, is that business enterprises respond to such scenarios in diverse and dynamic ways. IPhone 6 enthusiasts look forward to an enhanced phone whenever a new one is launched. For others, there is prestige in owning the phone through booking before sale or buying it when it is launched. Whatever the case, consumer behavior plays an influential role in that regard.
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