Apple carefully segments its target markets and produces high-quality, high-priced products in limited quantities. The main targets are high-income earners, businessmen, and teenagers. Apple focuses on producing goods and services that meet consumer needs for the latest technology, versatility, and ease of use across all Apple devices. The marketing mix discusses Apple's products, including phones, tablets, computers, and supporting services, as well as price, placement, and promotion strategies.
Relationship Marketing: Where Personal Selling Fits - Chapter 2 of Fundamentals of Selling by Charles M. Futrell. Presented to the students of Tolani Institute of Adipur as a part of their Sales Management Course
The year’s biggest event for B2B services marketers is the ITSMA annual conference, which last year’s featured dozens of speakers, workshops, and smaller events and one-to-one consultations. Presenting were experts and pratitioners from ITSMA, Cisco, CSC, EMC, Dell, IBM, Avaya, Thomson Reuters, McKinsey, Harvard, KPMG, Deloitte, and Oracle.
The breadth of topics covered by speakers demonstrates that marketing’s responsibilities keep expanding. The number of new tools and technologies is also growing fast, which heightens the importance for marketers of planning well, measuring results, and staying connected to internal and external stakeholders. And for all the focus on marketing technology, data analytics, and digital engagement, the biggest takeaway from the conference may be that old-fashioned person-to-person interaction—with customers, internal stakeholders, and marketing peers—is essential for both professional improvement and personal well-being.
Relationship Marketing: Where Personal Selling Fits - Chapter 2 of Fundamentals of Selling by Charles M. Futrell. Presented to the students of Tolani Institute of Adipur as a part of their Sales Management Course
The year’s biggest event for B2B services marketers is the ITSMA annual conference, which last year’s featured dozens of speakers, workshops, and smaller events and one-to-one consultations. Presenting were experts and pratitioners from ITSMA, Cisco, CSC, EMC, Dell, IBM, Avaya, Thomson Reuters, McKinsey, Harvard, KPMG, Deloitte, and Oracle.
The breadth of topics covered by speakers demonstrates that marketing’s responsibilities keep expanding. The number of new tools and technologies is also growing fast, which heightens the importance for marketers of planning well, measuring results, and staying connected to internal and external stakeholders. And for all the focus on marketing technology, data analytics, and digital engagement, the biggest takeaway from the conference may be that old-fashioned person-to-person interaction—with customers, internal stakeholders, and marketing peers—is essential for both professional improvement and personal well-being.
CHAPTER 1: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Marketing and its Traditional Approaches
Lesson 2: Goals of Marketing
Lesson 3: Contemporary Approaches to Marketing
Credits: Principles of Marketing of Dr. Serrano- K-12
www.solvay.edu/am-creativity
This is the latest presentation used during the information session about Solvay Brussels School Advanced Master in Creativity & Marketing.
The Advanced Master in Creativity & Marketing presents, discusses and teaches new marketing alternatives to the classic demand-based approaches. It is a truly unique approach to marketing that focuses on the marketing of the future rather than taking the historical approach of other programmes.
Solvay Brussels School Advanced Masters have been developed to create a breed of 'out-thinkers'.
The Advanced Masters confer postgraduate university certificates in focused areas for Master students with no or limited professional experience (normally maximum 3 years).
Advanced Masters are designed as full-time programmes for one academic year, and represent 60 ECTS each.
Nature & Roles of Marketing Channels, Marketing (Distribution) Channel, Consumer Product Channels, Industrial Product Channels, Factors affecting selection of Distribution Channel, The Communication Process, Promotion (Communication) Mix, AIDA Model, Advertising, Selection of Media, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, MKIS Model, Marketing Research, Research Process.
www.trinityp3.com
Earlier this year I was invited to guest lecture at the EMBA course at the Sydney Business Sydney Business School, University of Wollongong. The topic title was marketing today and I was interested to know how this group of business executives and tomorrow’s leaders defined marketing.
As Chair of the Australian Marketing Institute, I was surprised at the range of definitions often raised in discussions with members of the institute and the diversity of opinions even on the board.
A Google search of definitions of marketing lead me to this collection of definitions by Heidi Cohen, http://heidicohen.com/marketing-definition/ that are quite comprehensive and I picked through these to identify particular themes on marketing definitions that I used as stimulus for the participants in the EMBA course.
Please don’t get me wrong, I am not suggesting any of these are wrong, I am more interested in the diversity of views on what is the definition of marketing and one that as a profession we are able to rally around if there is any chance to have marketing recognised as a profession in the same way that we recognise lawyers, architects, doctors, accountants and the like.
Perhaps agreement on defining the profession of marketing will be a step in the right direction to answer Mark Ritson’s recent question “Shouldn't an expert in marketing be trained in marketing?”
Here are some of the definitions collated by Heidi Cohen for your consideration. But more importantly I would like to hear your definition by leaving a comment at the bottom. Mine is here too. Right at the end.
By Alice Reeves
NCTJ Student 2008-2009
City College Brighton and Hove provides training for the internationally recognised NCTJ Journalism course(Magazine and News). City College has been awarded the status of Centre of Vocational Excellence (CoVE) to reflect the exceptional high standards of training for these courses.
http://www.ccb.ac.uk/public/college-life/journalism
CHAPTER 1: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Marketing and its Traditional Approaches
Lesson 2: Goals of Marketing
Lesson 3: Contemporary Approaches to Marketing
Credits: Principles of Marketing of Dr. Serrano- K-12
www.solvay.edu/am-creativity
This is the latest presentation used during the information session about Solvay Brussels School Advanced Master in Creativity & Marketing.
The Advanced Master in Creativity & Marketing presents, discusses and teaches new marketing alternatives to the classic demand-based approaches. It is a truly unique approach to marketing that focuses on the marketing of the future rather than taking the historical approach of other programmes.
Solvay Brussels School Advanced Masters have been developed to create a breed of 'out-thinkers'.
The Advanced Masters confer postgraduate university certificates in focused areas for Master students with no or limited professional experience (normally maximum 3 years).
Advanced Masters are designed as full-time programmes for one academic year, and represent 60 ECTS each.
Nature & Roles of Marketing Channels, Marketing (Distribution) Channel, Consumer Product Channels, Industrial Product Channels, Factors affecting selection of Distribution Channel, The Communication Process, Promotion (Communication) Mix, AIDA Model, Advertising, Selection of Media, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, MKIS Model, Marketing Research, Research Process.
www.trinityp3.com
Earlier this year I was invited to guest lecture at the EMBA course at the Sydney Business Sydney Business School, University of Wollongong. The topic title was marketing today and I was interested to know how this group of business executives and tomorrow’s leaders defined marketing.
As Chair of the Australian Marketing Institute, I was surprised at the range of definitions often raised in discussions with members of the institute and the diversity of opinions even on the board.
A Google search of definitions of marketing lead me to this collection of definitions by Heidi Cohen, http://heidicohen.com/marketing-definition/ that are quite comprehensive and I picked through these to identify particular themes on marketing definitions that I used as stimulus for the participants in the EMBA course.
Please don’t get me wrong, I am not suggesting any of these are wrong, I am more interested in the diversity of views on what is the definition of marketing and one that as a profession we are able to rally around if there is any chance to have marketing recognised as a profession in the same way that we recognise lawyers, architects, doctors, accountants and the like.
Perhaps agreement on defining the profession of marketing will be a step in the right direction to answer Mark Ritson’s recent question “Shouldn't an expert in marketing be trained in marketing?”
Here are some of the definitions collated by Heidi Cohen for your consideration. But more importantly I would like to hear your definition by leaving a comment at the bottom. Mine is here too. Right at the end.
By Alice Reeves
NCTJ Student 2008-2009
City College Brighton and Hove provides training for the internationally recognised NCTJ Journalism course(Magazine and News). City College has been awarded the status of Centre of Vocational Excellence (CoVE) to reflect the exceptional high standards of training for these courses.
http://www.ccb.ac.uk/public/college-life/journalism
The recession has hit many financial services sectors hard, but insurers and financial planners are still recruiting for well-paid and challenging positions. Find out about the opportunities, listen to the practitioners and find out more about the skills required to work in these diverse areas.
Having a clear idea about the skills you have developed at Sussex will help you find work that suits you. It will also help with your CV and at interviews. Think about how you have demonstrated these skills in different areas of your life, too.
Looking for an engaging and entertaining scavenger hunt for your next meeting, offsite, conference or incentive program? Scavenger Hunt Anywhere is the leading provider of team building scavenger hunts. We facilitate our hunts anywhere worldwide!
Visit our website today www.scavengerhuntanywhere.com
Find out how to take part in short-term, international volunteering projects that don't cost the Earth with Concordia.
For more information on Concordia see www.concordiavolunteers.org.uk
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
MARKETING MANAGEMENT BA4207 ANNA UNIVERSITYFreelance
UNIT – I INTRODUCTION
Marketing – Definitions - Conceptual frame work – Marketing environment : Internal and
External - Marketing interface with other functional areas – Production, Finance, Human
Relations Management, Information System. Marketing in global environment – Prospects
and Challenges
ANNA UNIVERSITY SYLLABUS PPT FOR SEMESTER 2
BROEKMAN communications has a 14-year track record of developing websites with branding, marketing, business development, social media, SEO and PR front-and-center!
Our core offering now is website development using WordPress. From helping translate your vision & acting as your art director/creative director, BROEKMAN communications builds amazing high-end websites as YOUR dedicated programmer.
BROEKMAN communications is bidding agency for CaesarStone's Social Media 2011-2012 campaign work.
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Jeremy Broekman is a Brand Strategist & PR/Marketing Director for well-known Jewish Community, Non-Profit, Corporate, Entertainment, Real Estate, and start-up clients.
My Jewish Community experience includes: * leadership/board collaboration,
* marketing plan development & execution, * donor development,
* event production,
* collateral/web production and public relations/anniversary campaigns
* Originate & deploy branding, marketing, publicity, and public relations initiatives.
* Develop identity campaigns including strategy, copywriting, logo design, collateral development, website development and print production.
* Oversee social networking management & moderation.
* Deploy print & online advertising and search engine optimization programs.
BROEKMAN communications has over 7 years experience in working with the real estate industry. From branding and marketing campaigns to entitlement PR and environmental design, we've got serious experience!
Delivered presentation to 6 offices / over 700 real estate agents. Teaching how to embrace social networks as a tool to drive traffic, increase their visibility and make sales happen!
How to Create Map Views in the Odoo 17 ERPCeline George
The map views are useful for providing a geographical representation of data. They allow users to visualize and analyze the data in a more intuitive manner.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Ethnobotany and Ethnopharmacology:
Ethnobotany in herbal drug evaluation,
Impact of Ethnobotany in traditional medicine,
New development in herbals,
Bio-prospecting tools for drug discovery,
Role of Ethnopharmacology in drug evaluation,
Reverse Pharmacology.
5. Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, & society at large.
-- American Marketing Association
Marketing is the conversation between a company or brand
and a consumer that ultimately leads to brand recall, preference
or a transaction. In today’s socially networked world, that
conversation is being disintermediated by word of mouth referrals.
Traditional marketers will have to work harder to get ahead of and
to influence this trend.
-- Josh Glantz – Vice President and General Manager, PCH Online-Publishers Clearing House
(disintermediated = remove the middle man)
72 Definitions of Marketing - http://heidicohen.com/marketing-definition/
Marketing Seminar Overview
6. Marketing is the art and science of persuading a potential buyer of a product/
service to purchase from a company that’s responsible for creating a compelling
message and communicating that message through targeted channels with
enough reach and frequency to guide that potential buyer through the
purchase cycle of “attention, interest, desire, action.”
-- Paul Mosenson President, NuSpark Marketing
Marketing is an integrated, multi-channel (online and offline), customer-centric
process used to define, segment, reach, and convince potential clients to
purchase your product or service, followed by analyzing the metrics to refine
your strategy and repeat the process as needed to optimize the ROI (return
on investment).
-- Sharon Mostyn – Assistant Vice President, 1st Mariner Bankd
Marketing Seminar Overview
7.
8. Seven Functions of Marketing
• Distribution Function
• Financing Function
• Product/Service Management
• Marketing Information Management
• Pricing Function
• Promotion Function
• Selling Function
10. Financing Function
Getting the money necessary to
pay for the operation of a business.
How the customer will pay for the
product.
#1 Killer.
11. Product/Service Management Function
• Obtaining, developing, maintaining,
and improving a good or a service
over time.
• Goods and services have a life cycle,
and the phase of the life cycle is
important in product/service
management.
• A product is introduced, (hopefully) it
is in great demand, it matures and
maintains a steady market, and then
it declines.
• A marketing strategy will depend on
what phase of the life cycle in is in. Is it
a new product or has it been around
for years?
12. Product Market Life Cycle
Introductory Phase
Customers:
Unfamiliar with or unaware of product
category. Those who do buy likely to be
more experimentalist by nature. Sales low
Competition:
Likely to be low
Company priorities:
Encourage trial. Work with customers on
product development to improve aspects
such as packaging or documentation, or to
eliminate "teething troubles"
13. Product Market Life Cycle
Growth Phase
Customers:
Growing in numbers. Segments
begin to appear. May be less price
sensitive as category benefits more
widely known
Competition:
Growing as new entrants appear.
Company priorities:
Build share by concentrating on
distribution, creating alliances
where appropriate to do this
14. Product Market Life Cycle
Early Maturity
Customers:
Segmentation is now more
distinct and customer loyalty
established as repeat purchases
take place
Competition:
Intense as players attempt to
secure their share
Company priorities:
Differentiate to attract and
retain customers in specific
target segments
15. Product Market Life Cycle
Late Maturity
Customers:
Knowledgeable, may demand low prices and
high service levels
Competition:
Intense due to lack of market growth and
difficulty of further differentiation. May be
price based
Company priorities:
Attempt to lengthen life cycle by innovation,
re-inventing product category before decline
stage
16. Product Market Life Cycle
Decline
Customers:
Late adopters, i.e. first time buyers of DVDs
and CDs, catch-up consumers
Competition:
May come more from substitute products or
services than direct competition, eg plastic
instead of steel components; on line services
instead of libraries or hard copy journals
Company priorities:
Re-define market whilst milking profits in early
part of decline stage.
18. Marketing Information Management
• Marketing Research
• Links the consumer, customer, and
public to the marketer through
information
• Information used to identify and
define marketing opportunities and
problems;
• Generate, refine, and evaluate
marketing actions;
• Monitor marketing performance;
• Improve understanding of marketing
as a process.
• Method for collecting information,
analyze results, and communicate
findings and their implications.
19. Pricing Function
• Essential to success in marketing!
Satisfying the customer and making a
profit.
• While you can put any price you want
on a product, as a business you need
to determine what price will actually
bring the greatest profit.
1. Costs to produce the product
2. Demand of product
3. Availability of similar products
(competition)
4. What customers will be willing to pay
20. Promotional Function
• Promotions, Publicity, PR
• Persuading customers to buy
• Raising awareness
• Win-back campaigns from past
customers
• Retention of current customers
• Promotion ranges from multimillion-
dollar advertising campaigns to
communication between a
salesperson and a potential customer.
• Promotion = showing corporate
socially responsibility
21. Selling Function
Matching customer needs
and wants with goods and/or
services.
• MOST of today’s CEOs began careers:
selling.
• Selling provides customers with the
goods and services they want.
• Retail selling
• Business-to-business selling
• Takes place at all levels of business-
manufacturing, wholesale, middle,
retail.
22.
23. Marketing Skills flow from these 4 areas
• Business, management, entrepreneurship
Understanding the basics of business that
can affect business decisions.
• Communication and interpersonal skills
Understanding how to work efficiently
with others. Team Player.
• Economics
Understanding economic principles that
are basic to marketing. Understand
$$$$$$ = everything
• Professional Development
Understanding concepts needed for
career exploration, development, and
growth.
24.
25. Two approaches to selling goods/services
• The Henry Ford Approach
Henry Ford once said, "You can have
any color of car you want—as long as it
is black." Ford did not follow a customer-
oriented approach.
• The Marketing Concept Approach
A company's main goal is to satisfy the
needs and wants of customers while
also making a profit. According to this
approach, if you keep the customer
happy and coming back, the profits will
follow.
26. Needs vs Wants & Income
The basic difference between the terms
is that needs are things necessary for
survival, while wants are things that add
comfort and aesthetic pleasures to life.
Marketers want to know how much
money people have to spend on
products.
Two types of income measurement.
- Disposable income is the money left
after taxes are subtracted.
- Discretionary income is the money left
after basic living expenses have been
met.
27. Added Value and Five Economic Utilities
• Five economic utilities and their
connections to one another.
• Utility refers to add-on value.
• The functions of marketing add value
to a product.
• That is, we take something and
combine it with other features to
make it more valuable.
FORM
UTILITY
PLACE
UTILITY
TIME
UTILITY
POSSESSION
UTILITY
INFORMATION
UTILITY
FIVE
UTILITIES
28. Form Utility
• Form utility represents
the manufacturing of a
Better product
• Changing materials
• Putting parts
together faster
• Making products
more useful
• Not directly related
to marketing
29. Place Utility
• Place utility – Placing product
who need it can buy it and
NEED it.
• Having a product where
customers can buy it.
• Most convenient
• Most efficient
• Catalogs, retails stores,
internet
30. Time Utility
• Having a product available
at a certain time of year or
a convenient time of day.
31. Possession Utility
• The exchange of a
product for some
monetary value.
• Cash
• Credit/Debit Cards
• Checks
• Layaway
33. Information Utility
• Information utility – Involves getting
the information about the product to
the consumer in a timely fashion
strategically.
• Communication with the consumer
• Salespeople
• Displays
• Packaging and Labeling
• Advertising
36. The 4 P’s - Original
• PRODUCT
Goods – Services - Features - Advantages –
Benefits - Packaging – Branding -
Installation – Warranty – Accessories
• PRICE
Flexibility - Over Life Cycle – GeoSocial –
Discounts - Allowances
• PLACE
Channel Types - Market Exposure -
Locations of stores – Transporting -
Managing Channels - Brick N
Mortar/Online
• PROMOTION
Promotion-Sales-Advertising-Publicity
37. Now The 7P’s
• PRODUCT
Focus on solution. Define offerings by need met.
• PRICE
Focus on value. Price vs. Benefit.
• PLACE
Focus on access. Purchase touch-points/journey.
• PROMOTION
Focus on education. Provide relevant 411.
• PEOPLE
• PROCES
• PHYSICAL ENVIRONMENT
38. Apple Case Study
Macro environment
• Social factors:
• Social trends which change over time
• New versions of products to keep up with trends and
technological changes in opinions
• iPhone 3G, 3GS, 4, 4S, 5, 5C, 5S, 6, 6 Plus
• Values, ideas, attitudes and beliefs in which consumers have in
regards to these products
• Technological factors:
! New innovations and ideas to create new products
! New technologies and introductions of products entice the
consumer to buy the product
! Can create negative sides for business
" Too hard to keep up with new technology
" New products being released straight after each other
and not making a substantial profit
" MacBook Pro, iPhone, iPod and iPad changed the way
the world looked at technology
" Revolutionised how the phone is used
" Portable technology – on the go
• Economic factors:
! Consumer purchasing power and spending patterns
" Income and wealth
" Money available to spend
! Economic factors of Apple revenue in 2008 were less
compared to those in 2009
! Revenue growth in 2009 increased by 10%
! iPhone and iPod sales increased, however, computer sales
decreased by 8%
• Political factors:
! Laws and polices that limit the company to work effectively and
produce products that go beyond technology and laws
! The governments perspective of what can be sold and bought
within a certain country determines the availability and supply
and demand of Apple products
• Legal factors:
• Piracy with music, movies, and app downloads
• Apple ensures that it’s database offers completely legal
services in which are paid for by it’s users
• Apple works with BSA and SIIA to combat worldwide
software piracy
• Must ensure that all products are protected by copyright laws
• All Apple Products do not cause copyright infringements
• Similar products to other competitors
• Operating software is similar
Operating environment
• Customers:
• Trialling products and providing feedback on products
• Customer satisfaction surveys may be used for feedback
• Help in determining what products are being successful and
what products are not
• Enable Apple to see which direction the company should go in
when introducing new/developed products
• Suppliers:
• Crucial when Apple is determining their pricing and profit
margins
• Ensuring that all parts are working properly and are not faulty
• Apple ensures that their workers undertake full training
• Suppliers must treat workers fairly and ethically at all times
• 349 suppliers in China
• 139 suppliers in Japan
• 60 suppliers in USA
• Competitors:
• Competitors influence the pricing of products, and the services
in which the product, or Apple as a whole provides
• Competitive pricing ensures that there is a market for the
product
• iPhone vs. Samsung Galaxy
• iPad vs. Samsung Galaxy Tab
• iMac/MacBook vs. Microsoft computers
• OS X Mavericks/Yosemite v. Windows
• By having competitors in the market, this ensures that Apple
would be able to continue to strive to do better and be better
• Interest groups:
• Help with new products and with market research
• The testing of products before they go on the market
• Checking if there are any glitches in the interface
• Whether or not the system runs smoothly
• The product is user friendly for the specified audience
Macro and Operating Environment
39. Apple Case Study
iPhone 6
The target market for the iPhone 6 is primarily high income earners, businessmen, and teenagers. Concentrated
segmentation is where Apple produces their products in limited numbers at higher prices. When the iPhone 6 was
released, consumers were lined up over 24 hours before the phone went on sale to ensure that they received one.
In one store, there were thousands of people lined up, however, there were only 40 iPhone 6s available to purchase.
This shows how exclusive the product is, and how Apple aims to produce products that are of high expense, but
good quality.
High Income earners (High society):
• As the phone’s base price to purchase outright is $900, the phone is quite expensive, and those on low income will not be able
to afford it
• Those ‘rich’ and who keep up with the trend buy the new iPhone each time it comes out, just to keep up and to show that
they have the newest technology available
Businessmen:
• Being the newest technology available, most businessmen and women buy the iPhone due to it’ s versatility and new features
• Health app
• Tips app
• Helps first time iPhone owners get started
• Podcast app
• Passbook
• Keynote
• Synchronizes documents and data from each Apple device
• iCloud
• Helps in organizing meetings and enables the customer to synchr onize numerous devices together to be able to
communicate and update each device with ease
Teenagers
• Teenagers usually want the most up to date technology, therefore, they are a huge target audience for the new iPhone 6
• Demographics
• 31% of iPhone users are aged between 35 and 49
• 27% are aged between 25 and 34
• 20% are aged between 18 and 24s
• 46% of iPod users are aged between 13 and 17
• This shows that more children and teenagers are
using iPods as they may not be allowed to use
phones yet
• 47% of iPhone users have a household income of over
$100k
• This shows that Apple customers are high income
earners as Apple products are expensive
• Music enthusiasts
• Media and design professionals as the software available
on Apple devices is highly revered by many
• Stigmas developed in the 90s about incompatibility with
Macs is a huge reason why there used to be less Mac
users as opposed to PC users
• Apple’s market share and success is predict to boom
over the next 10 years as those gen X and Y who have
developed those stigmas, establish that those problems
do not exist anymore
• Apple does not target any specific gender or family size,
however, there are apps within Apple’s database in which
are gender specific
• Geographic
• Apple’s largest market is the Chinese
• In China, many become attached to luxury goods and
‘worship’ them in means in which they must have those
products
• The USA and Malaysia are the cheapest places to
purchase Apple products
• Apple is a global company, however there are numerous
countries that are targeted as Apple has a high market
share in them:
• USA
• UK
• France
• Canada
• Germany
• Australia
• Japan
• Italy
• China
• Behavioural
• Those who have purchase an Apple product are almost
certain to stick with purchasing Apple products. This is die
to growing familiar with the interface which is similar
throughout all Apple products
• Apple has come to find that Apple users do not just see
an iPhone or a Mac as a phone or a computer, but a
representation of their life and a part of them
• Apple only does market research on their own existing
customers so they can see what they can improve, not
what other non-Apple customers want
Dimensions
41. Apple Case Study
Product
! Apple provides both goods and services
• The main products include phones, tablets and computers
• Services include:
• Garage Band
• Keynote
• iCloud
• These services work in conjunction with all Apple pr oducts
• Apple also provides support services in most Apple stores
which are called ‘Genius Bars’ and they are for help with
Apple products and maintenance work
! Apple provides both consumer and business products
! Most products that Apple sells are usually direct to the
public
! Apple has business deals with schools and other
businesses in which they supply products and software
Product Mix
! Breadth:
• Mac
• iPod
• iPad
• iPhone
• Apple TV
• Software's
! Line:
• iMac
• MacBook/Pro/Air
• iPad/2/3/Air/Mini
• iPod/Classic/Shuffle/Nano/Touch
• iPhone 3G/3GS/4/4S/5/5C/5S/6/6 Plus
• iOS
• OS X
• iWork
! Depth:
! iOS 2.0/3.0/4/5/6/7/8
! OS X Leopard/Snow Leopard/Lion/Mountain Lion/
Mavericks/Yosemite
! iPhone 8gb/16gb/32gb/64gb/128gb
! iPod 8gb/16gb/32gb/64gb
! iPad 8gb/16gb/32gb
! MacBook with Retina Display
Product Life Cycle
• With the introduction of the new iPhone, all other iPhones
will be on the decline, perhaps not the most recent on
prior to the iPhone 6, which is the 5C and the 5S
• The iPhone 5C and 5S may be nearing maturity as they
both have only bee out for a year, and the iPhone 5S is
still similar to the iPhone 6, so may be still in the gr owth
stage of it’s life cycle
• As for other products, as new versions of the same
product are released, the older versions either reach
maturity or decline
43. Apple Case Study
Place
• Apples products go from the manufacturer, to the wholesaler and then finally to the retailer which is either an Apple
Store, a certified retailer such as JB Hifi, Harvey Norman, Dick Smiths etc. and online retailers such as Ebay, Kogan
and Amazon. Apples products are sold direct to the customer at retail price.
• Apple headquarters is located in California (1 Infinite Loop, Cupertino, CA), and there are hundreds of stores located
globally. There are over 349 Apple retailers located in China, as the Chinese are Apples largest market. More Apple
stores are located in those cities and countries that show a larger market with more and more expensive purchases.
• Apple stores and certified retailers are usually located in shopping centers near more upmarket retailers. Apple
shops themselves are usually located in a city's central business district as there is more foot traffic heading in that
direction and most people work closer to the city or in the city. Being aimed to target those with higher income,
apart from being located in the CBDs of cities, Apple retailers are located in upmarket areas of cities and built-up
areas.
• Apple products are marketed using selective distribution, as more products are distributed to retailers where there is
a higher demand for Apple products, whereas a lesser amount is distributed to retailers where there is lesser or no
demand for those products
• At Highpoint shopping center, Apple is located near other electronic retailers such as Samsung which is one of their
main competitors with the Samsung galaxy.
• Being placed near or next to their competitors enables there to be constant foot traffic flowing from all competitors,
which may lead to new customers.
• Apple is a retailer and an online retailer as they sell their products from their stores and sell products online.
44. Apple Case Study
Promotion
• Apple promotes their products primarily through
television advertisements, online ads, and on billboards
• Most Apple products are advertised through numerous
different ads. They aim to make an ad that appeals to
most segments of the market. Their ads promote
different aspects of their products, just like these iPhone
ads. They pick out certain parts of the iPhone that can
really help sell the phone, and then make a fun ad on it.
• iPod packaging stays consistent as the iPods mature
and develop. Apple releases the iPods in clear
packaging which shows the consumer what the iPod
looks like and what they are purchasing.
• Apple packaging is very sleek and modern, and
promotes their products well because Apple products
are very upmarket and expensive.
• The packaging shows off the product and promotes a
higher level of technology
• Apple also have their products set up in their stores for
customers to trial and see how their products work
before they make up their minds in buy the product.
• Although Apple do not have ‘sales’ they have some
offers throughout the year, or when it comes to the end
of the financial year
47. SWOT Analysis
To succeed in business, one must plan.
A well thought-out marketing plan is at
the base of a successful business, and it
begins with a self-analysis.
SWOT Analysis is key.
• Strengths
• Weaknesses
• Opportunities
• Threats
• March 1, 1998
48. SWOT Analysis
• Internal analysis - company, customers,
and competition.
• Company - mission, history, finances, production,
marketing strategies (market mix), employees/staff,
equipment, and facilities.
• Customer analysis includes research on the buying
habits, interests, satisfaction, wants, and needs of the
target market. Demographics, geographics,
psychographics, behavioral, socio-cultural influences,
market segmentation, or target marketing.
• Competitive analysis = determine how the company
compares / market share.
• External analysis — factors that can/do
impact business.
• Strengths and weaknesses of both direct and indirect
competition.
• Market share, company positioning, reputation,
products, and distribution.
51. The Marketing Plan
A marketing plan is a formal document
that outlines the goals, objectives, and
strategies of a company.
A marketing plan considers three
questions:
• Is there a need for the product?
• Can we market and distribute the
product?
• What outside influences are going to
affect marketing and distribution of the
product?
60. Marketing Segmentation
Separate customers and/or consumers
into smaller buying groups.
• Customer = purchases a good or a service,
• Consumer = uses a good or service
• Sometimes may be same person
Four Ways to do market segmentation:
1. Demographics - race, ethnic background,
age, gender, marital status, income
2. Geographics - where people live.
3. Psychographics - people's lifestyles and
shared attitudes, values, and opinions.
4. Behavioral - product-related behaviors,
consumer shopping patterns (as consumers
often identify themselves by the brands and
products they purchase) and usage rates.
62. Marketing Research
Separate customers and/or consumers
into smaller buying groups.
• Customer = purchases a good or a service,
• Consumer = uses a good or service
• Sometimes may be same person
Four Ways to do market segmentation:
1. Demographics - race, ethnic background,
age, gender, marital status, income
2. Geographics - where people live.
3. Psychographics - people's lifestyles and
shared attitudes, values, and opinions.
4. Behavioral - product-related behaviors,
consumer shopping patterns (as consumers
often identify themselves by the brands and
products they purchase) and usage rates.
63.
64.
65. OBJECTIVE:
• Form own company in groups of three (3)
• Teamwork/collaboration project
DELIVERABLES:
1. Company Logo and advertising tagline
2. Mission Statement
3. 1-page SWOT Analysis of your product / brand
4. 1-Page Marketing Plan for launching company
Class Assignment: Form own company
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Marketing is defined as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. There are seven functions of marketing: distribution, financing, marketing information management, pricing, product/service management, promotion, and selling.
The marketing concept is a focus on customers' needs and wants while generating a profit.
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