My group and I's presentation for Consumer Behavior on the Apple iPod.

1. Apple I-Pod Danelle Herman, Aaron Potts, Stephanie Miller, Josh Marostica, Paige Daniels

2. HISTORY Apple was founded in 1976 by Steve Jobs and Stephen Wazniak They started off building simple computers in Steve’s bedroom and eventually transformed into the company they are today. Their company was named after Steve’s summer job, where he worked in an apple orchard.

3. iPod In 2001, Apple created a digital music playing device called the iPod. This product was extremely popular and helped Apple become one of the top competitors in the technology industry. The first generation iPod came with a 5GB hard drive and a scroll wheel that set it apart from other music playing devices

4. External Influences Cross-Culture Variations Sales increase at a fast pace, international sales are a big contributor. Values Self, Environment, and Other Changing American Society Has become the “norm” for music players

5. Recommendation 1 Apple should advertise and promote the iPod for more business related situations. Having new and different functions for the iPod will broaden the areas that it can be used in which will increase sales even more. The use of the iPod to train new employees, pod-casts, the distribution of information

6. Internal Influences Perception Exposure Selective: Simpson’s, MadTV, Scary Movie 4 Voluntary: Stay-in-touch Attention Stimulus Factors: Address Adaption Level Theory Situational Factors Interpretation Affective interpretation Expectation Bias Figure-ground

7. Marketing Strategy Apple’s brand extension Mac Computer iPod: line extension iPod Mini, iPod Nano, iPod shuffle, iTouch iPhone Apple TV Package Design Simplicity, sophisticated, representative Co-Branding Nike+ Perceived fit

8. Recommendation 2 Co-Branding The Biggest Loser on NBC 24 Hour Fitness Each contestant with an iPod Image Working out Endurance Health Achieving goals

9. Motives Manifest Motives Small size Large storage capacity 2-inch screen Sort stored and labeled music Rechargeable lithium battery Latent Motives Status symbol Individual colors, 9 different Personality Fashion statement

10. Personality Brand Equity Apple has created a name for itself First digital music player available iTunes Personality Innovation Creativity Hip Fashionable Cutting-edge

11. Attitude Affective Feelings or Emotional Reactions Cognitive Consumers beliefs about an object Behavioral One’s tendency to respond in a certain manner toward an object

12. Recommendation 3 Celebrity Endorsements Currently do not have any celebrity endorsers for iPod Celebrity endorsements change consumers attitude toward the product Boosts credibility and creates a desire for the product

14. Perceived risk

15. Atmospherics

17. Understanding of the product

20. Product information

23. THE END