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Thecompetitionamongproducersofpersonalcomputersisessentiallyaracetogetthebestmostinnovative(革新的)productstothemarketplace.Marketersinthisenvironmentfrequentlyhavetomakea
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Thecompetitionamongproducersofpersonalcomputersisessentiallyaracetogetthebestmostinnovative(革新的)productstothemarketplace.Marketersinthisenvironmentfrequentlyhavetomakeajudgmentastotheircompetitors’rolewhenmakingmarketingstrategy(战略性的)decisions.Ifmajorcompetitorsarechangingtheirproductsthenamarketermaywanttofollowsuittoremaincompetitive.AppleComputerInc.hasintroducedtwonewfasterpersonalcomputerstheMackintoshIIandMackintoshSEinanticipationof(预期)theintroductionofanewPCbyIBMoneofApple’smajorcompetitors.

Apple’snewcomputersaremuchfasterandmorepowerfulthanitsearliermodels.TheimprovedMackintoshisabletorunprogramsthatpreviouslywereimpossibletorunonanApplePCincludingIBM-compatible(兼容的)programs.Thiscompatibilityfeature(特点)showscomputermanufactures’newattitudeofgivingcustomersthefeaturestheywant.MakingApplecomputersabletorunIBMsoftwareisAppletseffortatmakingtheMackintoshcompatiblewithIBMcomputersandthusmorepopularintheofficewhereApplehopestoincreasesales.UsersofthenewApplecanalsoaddaccessories(附件)tomaketheirmachinesspecializeinspecificusessuchasengineeringandwriting.

Thenewcomputersrepresentabigimprovementoverpastmodelsbuttheyalsocostmuchmore.Companyofficialsdonotthinkthehigherpricewillslowdownbuyerswhowanttostepupamorepowerfulcomputer.Applewantstostayinthehigh-priceendofthepersonalcomputermarkettofinanceresearchforevenfastermoresatisfyingcomputers.

EventhoughAppleandIBMaremajorcompetitorsbothcompaniesrealizethattheircompetitor’scomputershavecertainfeaturesthattheirownmodelsdonot.TheApplelinehasalwaysbeenpopularforitssatisfyingcolorgraphics(图形)whereastheIBMmachineshavealwaysbeenfavoredinoffices.Inthefuturetherewillprobablybemorecompatibilitybetweenthetwocompanies’productswhichnodoubtwillrequirethatbothAppleandIBMchangemarketingstrategies.