2011年6月英语六级(CET6)真题

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 (/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