ALTO 1: Compare & Contrast

Marketing Principles of Jobs & Gates

JOBS GATES
Personal Computers – from Software - (programming
Apple 1 to Apple MacBook language) for Altair 8800
Pro Operating system-
Product (Microsoft DOS) for IBM
Interface manager - for
Windows

Apple and Microsoft play a huge part in computer evolution.

The two companies built mutually beneficial & profitable
relationships when they became business partners in inventing
devices and, at the same time, tough competitors in sales over
the years. Steve Jobs wanted to make the personal computers
more appealing, not only to computer enthusiasts, but also to
everyone so he innovated an easy-to-use design of a computer,
incorporating all of its elements, in order to gain more profit.
On the other hand, Bill Gates developed a softcard that allows
Marketing Goal computers to run business softwares, in order to deliver
superior value. Their invention of computer softwares and
hardwares have improved the people's quality of life since
1970's. As the time goes by, the invention of new computer
parts became each company's response to satisfy the
customer's needs and wants, resulting to the idea of a phone
which is an all in one device. In present time where technology
is very important in everyday life, they have offered essential
tools and programs which made everything possible, and
opened new opportunities resulting in society's progression.

Product Concept: The key to Gates uses the product

success for Steve Jobs is an concept for Microsoft
excellent product. For him, because of its performance
product quality comes first and features with good
Marketing before anything else. He set quality as an operating system
computers in high for personal computers and
Approach performance with a with continuous innovation it
continuous innovation to becomes number 1 without
cater the needs and wants of losing the quality.
the society. He always created Gates, also, uses the
a product that surpassed marketing concept which he
 people's expectation that let provided a powerful
them to buy it even it's quite operating system that really
expensive. change the game in the world
of technologies where it led to
Market Concept: Steve Jobs building of personal
always thinks of something computers with easy use with
new to provide solutions to Bill Gates’ goal “A computer
customer's needs and wants. in every home”. Today, it is
Like for example the still widely used and serving
Macintosh, it was released as the needs of the people.
a personal computer featuring
a graphical user interface,
built-in screen and mouse that
helped people to a use
computer in a simplest way
especially for business users.

Core Product: Use for Core Product: Use to

storing and processing data manage all other programs in
that was intended before for a computer.
math computation.
Formal Product:
Formal Product: Software (Altair 8800)
Apple 1  Altair Basic was an
 consist of a typewriter- interpreter for the basic
like keyboard and a programming language
motherboard which you  Operate calculator, IC
can connect to a monitor tester, a waveform
Macintosh generator, and digital
 Model: M0001 voltmeter.
Product Level  With graphical user Microsoft DOS
( Identify the interface,  It is the primary system
Progress)  Built in screen, and where the user will get an
 Mouse environment about the
 Display: 9-inch input and output deviates.
monochrome screen E.g. Monitor, Keyboard,
supporting a 256×256- Printers, etc.
pixel black-and-white  Control the operations for
bitmap display. disk input and output,
 Storage: Internal 400k video support, keyboard
SSDD floppy optional control, and many
external floppy internal functions related
to program execution and
Apple MacBook Pro file maintenance.
 13-inch display
 Retina display
  13.3-inch (diagonal)
LED-backlit display with
IPS technology; 2560-by-
1600 native resolution at
227 pixels per inch with
support for millions of
colors
 Memory: 8GB to 512 GB
 Support the access for
wireless technology: Wi-
Fi and Bluetooth
 With face time camera,
speaker and microphone
 Touch screen control in
exchange of mouse
Augmented Product: They
did not have augmented
product when they started but
today apple offers a lot, such
as:
 one-year limited warranty
 customer service support
 AppleCare protection
plan
Jobs lacks care and respect for
his workers and was a
managerial bully who
demeaned people to achieve
his goals
Ethical Issues
Windows 1.0
 Controlled by mouse
instead of typing
MS‑DOS commands.
 With drop-down menus,
scroll bars, icons, and
dialog boxes that made
programs easier to learn
and use.
 One was able to switch
among several programs
without having to quit
and restart each one.
 Includes file
management, Paint,
Windows Writer,
Notepad, Calculator,
calendar, card file, and
clock to manage day-to-
day activities. There was
even a game—Reversi.
Augmented Product- Since
Microsoft is a software, they
do not have an augmented
product before but today
they offer:
 Safety and security
support
 Customer service for
some issues and inquiries
He steals other's ideas without
their consent
He only care about himself
and his success
Gates interfered and used the
works and outputs of the
apple without any permission
from Steve Jobs and its
management
Bill Gates lied to IBM that
they owned the "DOS" which
they really bought from a
small software company for
$50,000
12 ABM-16
Bondad, Barviel
Celeste, Gecille
Cristobal, Carlos
Cuyugan, Richiela
Detera, Andrea
Hinolan, Jan Maureen
Junio, Shaina Mae
Ortega, Lauren Angela
Palad, Eunice
Sapuay, Monica