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．