Price Skimming on a Successful Marketing Strategy: Study of Ipad Launching as Apple's Innovative Product

被引：0

作者：

Ma Huimin ^{[1
]}

Hernandez, Jose Antonio ^{[1
]}

机构：

[1] Wuhan Univ Technol, Sch Management, Wuhan 430070, Peoples R China

来源：

PROCEEDINGS OF THE 8TH INTERNATIONAL CONFERENCE ON INNOVATION AND MANAGEMENT | 2011年

关键词：

Marketing strategy; Price skimming; Price setting strategy; Ipad;

D O I：

暂无

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

What is the secret behind the highly success of Apple Inc.? How the Brand has conquered a considerable proportion of the market share as increased Brand Loyalty with the new Tablet product of Ipad? The answer is already given: Brand Loyalty. This paper attempts to analyze the principal factors and activities that conform his Marketing Strategy, and the advantages and disadvantages of a Price Skimming setup on this kind of market. Price skimming strategy provides an excellent opportunity for the company to maximize profits from the early stage of the Product Life Cycle (PLC), covering research and development costs and eventually, slowly decreasing price when is needed, due of sales reduction.

引用

页码：389 / 393

页数：5