When Apple Introduced the IPod in October, 2001, It Was

question 14

Multiple Choice

When Apple introduced the iPod in October, 2001, it was the first-of-its-kind product that offered sizable storage capacity for songs and a portable device that was not seen before in the market. Which of the following is most likely to have been the marketing communications objective for the iPod at the time of its introduction?

• A) developing brand awareness
• B) building customer traffic
• C) enhancing purchase actions
• D) establishing product category
• E) enhancing firm image

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Definitions:

Price Discrimination

A method of setting prices in which the same provider sells nearly the same goods or services at disparate prices in different markets.

Rationing

A system of controlling the distribution of resources, goods, or services by limiting access to ensure equitable distribution, often implemented during shortages.

Reselling

The act of selling a product or service again, possibly after acquiring, refurbishing, or repackaging it.

Perfect Price Discrimination

A situation where a seller charges the maximum possible price for each unit consumed that each consumer is willing to pay, thus capturing the entire consumer surplus.