While looking over my class mate Colton’s BLOG, I read his article about itunes releasing the Beatles. He talks about how itunes has positioned itself differently in an attempt to sell more songs from a band that has already sold so many albums. Colton questions whether or not such a big deal should have been made about the release of these albums on itunes. I agree that perhaps this wasn’t the news of the century but at the same time this is an example of remarkable marketing. First off, the publicity of this release was mind boggling, and it is crucial that when promoting an event, it must make it through all the clutter that people hear from various promotion channels. Secondly, they were targeting the generation of people who appreciate music and will pay for albums (rather than download them illegally) and that grew up with the Beatles musical influence. Lastly, itunes differentiated their product by releasing songs and collections not available anywhere else, creating value for their product and value to the customers. So all in all, Colton and I agree that perhaps the hype was unwarranted, but I got to hand it to Apple, they sure know how to market a product successfully.
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