Case study (quize) - Essay Example

Hong Kong is concerned, people are not just hurry to possess a product, but rather they seek the epistemic benefits from new Apple’s variant iPhone. Epistemic benefit refers to a benefit customers seek to acquire from a product’s capacity to satisfy his their curiosity, novelty and to meet a desire for newer knowledge. People rushing in Hong Kong to get Apple’s iPhone show severe propensity to adopt new product which is designed and implemented sophisticated technology (Piller and Tseng, 2010, p. 167). Suppose, if any one out of these people came to meet their need for enjoyment with Apple’s iPhone 4S, it can rather be viewed as Hedonic benefit.

As compared to the competition, the benefit doesn’t seem to be unique. When new technology or highly differentiated product comes to market, it is quite common that customers show curiosity to obtain one. A unique value or unique benefit is a set of benefits or values that the company promises to deliver to the consumers to satisfy their needs (Armstrong and Kotler, 2005, p. 12). For Apple’s newly launched iPhone 4S, the unique value propositions and unique benefits may include its sophisticated technology, advanced user-friendly interface etc.

What motivated customers to rush in to an Apple’s IFC store in Hong Kong was the curiosity to possess the new variant of Apple phone and therefore this benefit is not a unique one. Apart from Apple brand fanatic customers who lined up in the rushing queue, there were others who thought to make profits by reselling iPhones to more demanded customers in other areas anticipating higher demands for the same from customers. Unique values and core competencies that the company offered to customers are more seemingly to attract wider numbers of customers and that was the reason why people were eager to obtain more pieces of iPhones such as 300.

Core competencies are part of value chain that make a unique and value-added contribution to the business. As Kerin, Hartley and