Every company has to study customer markets and behavior prior to developing a marketing plan. Marketers need to understand who constitutes the market, what and why they buy, who participates in and influences the buying process, and how, when, and where they buy.

You are responsible for researching and analyzing the consumer market for Apple's iPad. These are the questions Apple needs to answer:

• What's next for Apple on a global level?
• Who are its biggest competitors?
• If you were CEO, how would you sustain the company's global leadership?