Chapter 8- Segmenting and Targeting Markets
Apple uses many different strategies for selecting and segmenting the target market. Apple uses strategies such as demographic segmentation. Demographic segmentation is market segmentation according to age, race, religion, gender, family size, ethnicity, income and education. Apple has 15 retail stores in New York. Apple has used a concentrated targeting strategy that has helped them position themselves as a popular company with quality products. The most successful and most applied segmentation strategy has been psychographic segmentation, which appeals to out personalities, attitudes, motives, and lifestyles. Apple has aimed at being a "lifestyle brand" and this lifestyle appeals from Tweens to Boomers, low income to high income individuals, and all shapes, sizes and races.
Chapter 15- Marketing Communications
Apple uses both Promotional strategy and Competitive advantage in order to sell to consumers. Promotional strategy is a plan for the use of the elements of promotion advertising, public relations, personal selling, sales promotion, and social media. Competitive advantage is the set of unique features of a company and its product that are perceived by the target market as significant and superior to those of the competition. Many consumers that purchase Apple products believe that these are the best products in the market due to Apple comparing their phones to other well known phones in the market. Apple also uses promotion advertising, public relations, personal selling, sales promotion, and social media as part of their promotional strategy Apple advertises to their consumers and potential consumers by placing ads in places that they know many people will see, for example on the train, in the newspapers and on television. When advertising on the television, they show how to use it hands on, therefore they make it accessible to people watching their ads. Another way they advertise on the television is when they have commercials of celebrities with the new product.
Chapter 10- Product Concepts
A product may be defined as everything, both favorable and unfavorable, that a person receives in an exchange. There are two types of consumer products such as business product and consumer product. A business product also known as an industrial product, is used to manufacture other goods or services, to facilitate an organization's operation or to resell to other customers. A consumer product is bought to satisfy an individuals personal wants or needs. Apple's products can be classified as a consumer product. Apple products such as iPhones, iPads, and MacBook are for personal uses. Apple iPhones are considered a specialty product. Consumers look for that product and some will not settle for less. Plus not many stores sell Apple products.
Chapter 17- Personal Selling and Sales Management
Personal selling is a purchase situation involving a personal, paid-for-communication between two people in an attempt to influence each other. Apple uses personal selling to persuade potential customers or existing customers to buy their products. The company's stores have sales representatives who are trained in both product information and customer service. It is important for sales representatives to be up to date about the latest products in order to help consumers. When you walk into an Apple Store, you are greeted and a sale representative is always around to help when needed. Apple employees even let consumers get a feel of the products by letting you test them out to see which one better fits you.
Chapter 16- Advertising, Public Relations and Sales Promotion
Advertising is a one way mass communication about a product or organization. Apple advertises in many ways. Some ways are televisions, phone companies, newspapers and online. Since Apple already has a name, and is a very popular company, they use Product Advertising. Product Advertising is a form of advertising that uses the benefits of a specific product or service. Apple is known worldwide. They show consumers how the product can benefit to the consumers. Apple uses the slogan "Think Different" to show consumers that their products and different from the other current or upcoming products.
Public relations is the element in the promotional mix that evaluates public attitudes, identifies issues that may answer public concerns, and executes programs to gain public understanding and acceptance. Apple is always trying to fix any arising problems. For example when a new phone comes out, if any bugs occur with the new phones, you can take it to the Apple store and they will replace your phone. They want to make sure that their consumers are always a 100% satisfied with their products and/or service.
