Principles of marketing/PMKT102/Value proposition lifecycle/Required reading 2

iPod Touch

“	Why do buyers purchase something? Why do you own anything? Many of us own iPods, but few of us do for the sake of owning an iPod. We own one because it delivers music, and we want the music. Or we own one because we have been influenced to buy one. Shortly after the iPod’s introduction, some people undoubtedly purchased the devices because other people thought they were “cool,” and they wanted to be cool by owning one. Now iPods are so ubiquitous that no one gives them a second glance. Yet the impact that iPods have had on the music and entertainment industry has been huge because the product revolutionized how we purchase entertainment.	”
—Saylor

The Offering

1. Read this chapter, which discusses what constitutes an "offer," including key aspects of benefits and price, the types of consumer and business-to-business (B2B) offerings, and the important considerations of branding, labeling, and packaging in the development of new offerings.
2. Post a WEnote about why a value proposition is important / not important in the development of new offerings. Don't forget to visit the course feed page to see what others have posted.

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