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Management 3210 Consumer Behaviour Cultural Biography By Ana Lorena Rangel Zamora Adriaan Raaijmakers Carlos Morales Picon Bart Fussel Content CONTENT- 2 - INTRODUCTIONBACKGROUND AND HISTORICAL OVERVIEW- 3 - BACKGROUND AND HISTORICAL OVERVIEW- 4 - 1 HOW DID APPLE COMPANY COME INTO BEING- 4 - 2 WHO WAS RESPONSIBLE FOR ITS DEVELOPING- 4 - 3 WHAT WAS GOING ON IN THE WORLD AT THAT TIME THAT FACILITATED OR IMPEDED ITS INTRODUCTION- 4 - MARKETING ISSUES- 5 - 1 TO WHOM ARE APPLE PRODUCTS TARGETED- 5 - 2 WHO ACTUALLY USES APPLE- 5 - 3 HOW IS APPLE REGARDED BY NON-CONSUMERS- 5 - 4 WHAT IS THE PRIMARY COMPETITION- 5 - 5 HOW ARE APPLE PRODUCTS MARKETED- 5 - 6 HOW SUCCESSFUL ARE THESE MARKETING CAMPAIGNS- 5 - CULTURAL SIGNIFICANCE- 6 - 1 THE MEANING THAT APPLE PRODUCTS HAVE TO CONSUMERS- 6 - 2 LEARNING THEORIES THAT ARE RELATED WITH APPLE- 6 - 3 UNDERLYING NEEDS THAT APPLE SATISFY- 6 - 4 MANIFEST AND LATENT MOTIVES FOR USING THE PRODUCT- 6 - 5 SELF-CONCEPT THEORIES AND THEIR RELATION WITH APPLE- 6 - 6 ATTITUDE FUNCTIONS USED BY APPLE- 6 - 7 REFERENCE GROUPS THAT ARE INFLUENTIAL IN PURCHASING THIS APPLE PRODUCTS AND THE EXTENT OF THESE INFLUENCES- 6 - 8 SOCIAL CLASS AFFECTING THE CONSUMPTION OF APPLE PRODUCTS- 6 - 9 THE DECISION MAKING PROCESS FOR APPLE PRODUCTS- 6 - 10 THE CULTURAL MEANING OF APPLE- 7 - 11 THE DARK SIDE OF APPLE- 7 - FOCUS GROUPS- 8 - INTERVIEW GUIDES- 8 - EXCEPTIONAL SIMILARITIES AND DIFFERENCE- 8 - CONCLUSION- 9 - Introduction Background and Historical Overview 1 How did Apple Company come into being Before he co-founded Apple Steve Wozniak had always been an electronics hacker By 1975 he was working at Hewlett-Packard and helping his friend Steve Jobs design video games for Atari In 1976 while working on a video teletype terminal for
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