Apple-Services and Nonprofit Organization Marketing

Apple is not only known for the products that are sold at the stores. However, a lot of people are aware of the services the company offers to every single consumer. When a person buys a products, the Specialist on the sales floor offers the service of extending the warranty on the devices the customer is buying. Meaning, consumers will have the ability to bring in their devices and have the technicians serve that particular device. The service has already been sold when the customer first purchased the device, but let say they did not get the extended warranty. So, in this particular case, the customer will have to pay for whatever repair the technicians have performed on the device. Any customer can come in and have the technicians inspect or check their device out, and they will not be charged, at all. What some people do not understand sometimes is that even though they have bought the service, they still have to pay a small fee or what it is known within Apple a deductible if the device has had a physical damage. Keep in mind though that this only applies to mobile devices including the iPhone, iPad, Apple Watch and iPod. On the other hand, whenever a customer buys Mac with the extended warranty, they do not have to pay any deductible, whatsoever. The so-called extended warranty has also a more professional name, and it is known as AppleCare. AppleCare also has different categories; AppleCare+ for mobile devices, and AppleCare Protection Plan for Mac, Apple Thunderbolt Displays and AppleTV. 

Apple has also created a special team that helps business with their devices. This team has taken the name of the Business Team. They are trained to work with the companies enrolled with this team to find solutions and/or fulfill their needs. The business customers are not charged anything extra, at all and they all have the great opportunity to work with one specific Specialist throughout the time that they are enrolled with Apple. The Business Team also prepares special workshops in which companies are invited to learn more of the service that this Team offers. Business customers also have the opportunity to finance their new devices, especially when the companies want to update the products they used at their offices.  

Apple-Developing and Managing Products

New product- product new to the world, the market, the producer, the seller, or some combination of these.

Apple has three different types of new products. New-to-the-world products, additions to existing product lines, and improvements or revisions of existing products.

Their new-to-the-world products would be the first generation iPod that Apple released back in 2001, the original iPhone that was released in 2007, the iPad that was released in 2010. All of these products were new-to-the-world products, the world did not have any of these products before their release date.

Additions to existing product lines would be the iPod Nano, iPod Shuffle, iPod Touch, iPod Mini, iPod Video, iPod Classic (the first iPod). These products are additions to the iPod line of Apple. iPhone, iPhone 2, iPhone 3G, iPhone 3GS, iPhone 4, iPhone 4S, and iPhone 5 are all additions to the iPhone line. Now all of the products that Apple has made are improvements or revisions of the previous product. They have all changed but still carry the same idea on all items.

When it comes to Apple, they do not have any prototypes. most of the time, if the item has a defect or glitch, the consumer gets a brand new device from Apple, glitch free. Many of Apple's new released products have glitches in them. They are revised quickly and the revised product will have its own release date.

The advertising for Apple is what sells the product to the consumer. The advertising pulls all consumers in and persuades the consumer to purchase their product. Apple advertises everywhere.

Apple-Segmenting and Targeting Markets

          The market segmentation concept is crucial to market strategy.  Apple has targeted and marketed their products to consumers with a few certain characteristics. Apple doesn't  target markets in the same way many of their competitors (if any) do, because it targets people and focuses on users, more so then the target markets alone, who then decide how and where they will use Apple's products. This doesn't mean Apple are exempt or ignorant of the "laws" of marketing, but instead they use a unique form of marketing strategy called psychographic segmentation to appealing to all consumers no matter the age, race, income level, and/or demographic. 

I think that Apple is be bringing back the mass marketing approach, they don't really concentrate their advertisements on certain groups of people, they try to include everybody. You can see all the iPod ads posted on the page that are meant to resemble you, see if you can find a silhouette that fits you. Apple is becoming a cult brand that has gained to respect of world wide users who share one thing in common, their love for Apple's innovation. And I say that Apple is going back to mass marketing because when you go in to an Apple retailer you can see people of all ages, cultures, social classes, and colors; like a small scale ethnic melting pot. The iPod has become a symbol of our modern digital music culture, and the iTunes store is now the 2nd largest music retailer in the U.S. Steve Jobs says that "if you make something great than anybody will want to use it", and that model has worked for them because they've never really invented anything but they made what some considered the best technology available; thus eliminating the need for an specific target market, because their products appeal to everyone.

              Apple typically appeal to those who are middle to high class who do not mind spending a little extra cash for the best quality in the product being purchase and those who are in the profession of media and design. The use of Demographic Segmentation illustrate the concentration of Apple retail stores around the United States. New York and California are the main area where Apple position their retail stores. Apple targets those two area because they appeal to the lifestyles of those living at the locations. Our generations X and Y have been heavily expose to the internet using computers for a wide variety of reasons (research, Audio, etc). Apple offers unique and innovating computer device with great quality at and reasonably affordable price. Top of the line and innovating products is what most appeal to the youth and middle age residents of New York and California. Not to mention these States can be consider the most popular and profitable, where something of high value and quality can surely be purchase with little resistances. The segmentation strategy Apple applied in their market strategy prove to been beneficial and a success for the Superior Computer Company better known as Apple.

Marketing Communications

         The whole concept behind "Integrated Marketing Communication (IMC)" is to maximize the impact a company has on consumers. Apple has done an exceptional job using components from IMC and the AIDA (Attention, Interest, Desire, Action) concept to achieve and maintain long-term customer relationship with their consumers while driving Apple brand value.

          Apple uses promotional and advertising tools to capture the attention, interest, and desire of the consumer. Apple capture our attention and interest through innovating and sleek imagery of their products on Apple's official website as well as keynotes and other publication. For example, just prior to the highly anticipated IPhone 4S being release, it received a tremendous amount of publicity that captured many potential customers attention.

          Our interest and desire is fullfilled by the "new features" on the IPhone 4S that is appealing to our needs and wants. For example, features such as the personal intelligent assistant (SIRI), the faster dual core chip, and eight megapixel camera can be very influencial and drive consumers to buy the new phone.

          Getting the consumer to take action and purchase your offering is something Apple does a great job at. According to "Forbes," the iPhone 4s sold over four million units during its opening weekend. The earning was more than the prior high anticipated IPad 2 sales an another knotch on Apple's Belt of Excellence.

Iphone Product Concepts

           Apple's Product Concept is one that's unique and innovating. There is a general saying that consumer will favor those product that offer quality, performance, or innovative feature. If you consider the comparison between a "computer" versus a "Mac" from Apple, there is practically no competition. With that said, one can tell that Apple puts forth enormous effort in their strategy, advertisement, and product to attain the "category of its own" title. Even though Apple's products are consider a "shopping product" because of the pricing compared to "convenience products," the image is portrayed by Apple, innovating and sleek design, and the popularity of the products give Apple's products the luxury to be called specialty product. Just the perception of Apple products that consumer have alone help us see the Product Concept form by Apple to be pure genius. Every consumer that has a products from Apple can tell you how much it means to them and how "cool" they think their product is. This thought or opinion can be form by Apple's Product concept as well as the performance Apple display to their consumers.

            Products are the basis to make a business. The general concept of products determine the financial status of how successful your business can be. There are different types of product concepts such as business products which are goods that service customers while showing a businesses purpose. Then You have consumer products which best describe Apple, their consumer products are made to satisfy customers needs and or wants. For example, the iPhone, iPod and MacBook are all made for personal use. Consumer products, in my opinion, seem to be those of most value when it comes to consumer decision making. Most consumers react before they think when it comes to purchases, if an item seems like a good deal or if the customers makes him or herself believe they need it, the chances are they're more likely to purchase. This type of customer is known to the marketing force as an "impulsive shopper". 

            When apple came out with their latest device the ipad that product in itself is looked upon as a specialty product because no other company sells an item like this. This also gives apple the upperhand on selling the most innovative and upcoming products in technology. This reason alone is why Apple is more successful than any other company selling up and coming technology related devices. 

Sales Promotions and Personal Selling

Sale promotion are typically used by marketing managers as a tactical tool in order to increase sales and give consumers an incentive to buy the company's products. Unfortunately, consumers of Apple's products are not offered many promotions. Being the huge successful corporation Apple is, they do not need to offer many sales promotion because of their exception record-breaking sales achieved every year.

         With that said, there are some sales promotion offered by Apple. During this time, Apple offers an one hundred dollars mail and rebate on a printer when you purchase a Mac computer, as well as thirty dollars off MobileMe and iWork softwares. Another more famous sale promotion by Apple is the "Buy a Mac and get a free iPod Touch" offer. The offer name speaks for itself and you can find this sale promotion during the spring to fall period. One sale promotion that is offered all year round is the educational discount. This is a "one hundred dollars off" Mac computer discount that is available for only students and faculty and can be consider a tactic by Apple to establish a long term relationship with consumers.

When speaking of personal selling in Apple, it is crucial to mention the impact of Apple's sale personnel (employees). They are there to help finalize the sales as well as to inform consumers about the Apple product they are inquiring about in a attempt to create a long-term relationship with consumers so they can become loyal Apple customers.

Apple Inc-Advertising, Public Relations, and Sales Promotion

Apple Company is counted among top ten innovative companies in USA. It is a branded company and is highly praised among all ages and races. The two main aspects that contribute to Apple Inc’s success are the quality of product and the local advertising, sales promotion, and the

public relations.  

Apple Company advertises aggressively and is shows their products down consumer’s throat, they put a lot of thought, effort, and time, not to mention money into ad and publicity campaigns. The advertisement of few minutes captures the attention of its target markets. It affects consumer’s daily lives, inform them about new products and services.  As the ad for iphone 5C (attached above) shows the featured new phone, various themes, the colorful image of the new phone, and most importantly involves all the different ages and races to convey the message that Apple tends to sale the product to everyone including all ages and races. 

Apple Company uses two major types of advertising, which is: The institutional advertising and product advertising. Institutional Advertising- Apple Inc. uses institutional type of advertising to promote the corporation as a whole and its design, to maintain the company’s identity. As compare to the first commercial of Apple Inc that took place in the Super Bowl in 1984. It showed the Apple Company as in black and white color theme but promoted a unique idea “ THINK DIFFERENT”.

Now, in 2013 the Apple Company changed its identity, became a brand, competitive company, and highly recommended company this all happened due to the strategy of institutional advertising. Now, Apple Company has a colorful image.

The other type of advertising is the Product advertising. Unlike the institutional advertising, Apple Inc. also promotes the benefits of the new product invented and also those advertisements appeal to show the new features, quality, design, style, and advantage of better capacity as compare to old products and other competitive brands.

            After this huge comparison shown in the video clips, it can be said and easily agreed on that Apple products are beautiful, elegant, precise, and they are everywhere. Apple Inc does this through the advertising, which is done through every possible aspect to connect with the public and to introduce them to the upcoming new products. 

Apple spent about $200 billion on advertising of iphone 5C only. Apple advertise through television, internet, radio, billboards, posters, social networking websites( facebook, twitter), commercials, magazines, newspapers and many more ways. Every single advertising help the Apple brand create better public relations and attract more customers.