Submitted by Keenan7 on December 18, 2007

• Category: Business
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Stp For A High Involement Product

Marketing Christmas Essay:
Segmentation, Targeting and Positioning for a
High Involvement Product

A high involvement product is one, which has the potential to boost the buyer’s self-esteem, and will be used on a frequent basis. This can cover an array of products, however I chosen to use the ‘iPod’ for the basis of my study.

The ‘iPod’ is the biggest selling product in the rapidly expanding HDD player market. It was reported on http://www.macnn.com/news/27396 (2004) that Merrill Lynch reported, “Despite the growing number of ‘iPod challengers,’ Apple's share in the digital player market is increasing.” Based on this, it appears as though...

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