In a report you need to evaluate the effectiveness of the use of the techniques in marketing products in this business. How effective is it?
It is very important for Apple to have a good relationship with their customers because loyalty will greatly increase their profit. The good relationship Apple keeps with its customers through great customer service and good deals ensures that customers will keep coming back to buy more products. If their customers are happy they will promote Apples products by telling other people about how great they are. If it is known that Apple keeps a good relationship with its customers and offers a good deal then it gives Apple a good reputation. Apple give a free one year warranty which is a big part of the relationship post sale. It is free for customers to go into the store and ask questions about their gadgets and you can book appointments to see someone at the ‘Genius bar’ if something happens to go wrong with your product. Apple are happy to help and even replace products for free in some cases.
Branding within Apple is probably the most important thing that keeps the company going. They have managed to create a brand which is seen as desirable and a must have. The products are all self-promoting with the Apple logo on the back of all products which is now a very recognisable logo. Apple brand internally through their good customer service skills, part of the brand is known for their year warranty which encourages many people to buy with them. They also brand externally through customers when their expectations are met after buying the product or experiencing it in store.
Apples survival strategies include the quality of its products. Quality is a massive part of the businesses success. All products are made perfectly with the glass screens and backs which shows their expense. They take pride also in the quality of their stores, the customer service they uphold and the quality experience when you go to the store. All products are out to ‘try before you buy’ and everything is neat and tidy. Most stores have big glass windows which again reinforces their quality and expense. They make the customer feel as though they are in a luxury store which only sells luxury goods. Apple uses branding as a way to survive. They have made a product which is so popular and talked about that it sells itself. Customer enthusiasm and showing that the company believes in the product and believes that Apple products are the best products on offer is also well used. By being so enthusiastic about the products the customers will also be enthusiastic and spread the word about the product for Apple.
Apple are constantly growing by creating newer better versions of their products. They are always doing more. Every year a new i-phone is brought out and customers buy it and trade in their old version for the new one. They’ve recently brought out a new i-Phone 5 and i-Pad which has a different charging port to the old i-Phones which means that everyone who buys the new phone also needs new accessories to go with it for example i-Pod docks are now different etc. They have also brought out many other products which go with the i-Phones and i-Pads like keep fit accessories and accessories for children. The growth keeps customers constantly attracted to buying the products.
Courtney from Study Moose
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