JOURN 4256 1st Edition Lecture 9Outline of Last Lecture I. Planning a PR campaign a. Steps b. SWOT analysisc. Situation analysis Outline of Current Lecture II. Evolution of Apple III. The beginningsIV. Macintosh V. Steve Jobs leavesVI. Steve Jobs returns Current Lecture Evolution of Apple computers:World In 1977:January 3, Apple Computers foundedJanuary 20, Jimmy Carter is sworn in as presidentApple, the beginnings:-Apple was the personal computer company-Computers were seen as for government/academics/business onlyBarriersThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.-Too expensive-Unnecessary-Luxury item-Uninformed public Need vs. want:-Public didn’t see point in a personal computer-A niche group had a “want” for them-Apple wanted to establish a “need”The pitch in ’77:-Diminish your workload-Similar to strategies used by Henry Ford with the Model T-Easy to use -Don’t need to be a rocket scientist Messaging:-Apple was computers for “the rest of us”-Not just for hobbyists-Touted the fact that you could attach a keyboard and monitor -Picked a price to draw attention ($666.66)Next phase- Macintosh Famous Super Bowl adSteve Jobs “leaves” in 1985-John Sculley, former Pepsi CEO, takes over-Apple introduces the MacCharlie and other failed models-Steps away from marketing campaign-Apple goes somewhat stagnant as a corporation April 1996- Steve Jobs returns -Technicolor Macs2001- IPod, Retail Apple stores 2003- ITunes store opens How does Apple do it?-Emphasize customer satisfaction-Push messaging about how it makes life better-Tell human stories about positive
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