Ch. 12 - Services and Nonprofit Organization Marketing

Business store Home (apple.com)

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 Store for Business at apple.com

AppleCare Products at apple.com

Ch. 11- Developing and Managing Products

iPad mini4, iPad Air 2, and iPad Pro (apple.com)

Apple Inc. has always had its Special Events where Tim Cook, the company's CEO, introduces to the world the latest devices that Apple has worked on. Usually, when the device is revealed, Tim Cook explained to the audience why such products have been created. The explanation sometimes has been that they've heard the users and wanted to please them. But if you think about it, you understand that companies compete with one another. Let's go back to when Apple first introduced the iPhone 6 and iPhone 6S Plus. It was quite understandable that a two-size iPhone was in the works since companies like Samsung has stepped their game up by developing two-size smartphones before even Apple designed them. The new iPhone 6 and 6S Plus were going to be marketable products after the announcement, and somehow that was foreseeable.

The other device that Apple has always wanted to increase sales of has been the iPad. Apple keeps making this tablet faster, more portable, and has even introduced them in three different colors. The latest iPads do a little more than older generations, so users do have to give some credit to Apple for that. But it will still be the same tablet that was first introduced back in 2010. This past September, the company introduced an advanced device the Apple Stores expecting to test them and see its capability. The iPad Pro launch was never announced by the company. It was a surprise that the iPad Pro was in store for sale out of the blue, and was not on display for customers to interact with. Perhaps this was a test marketing that the company had started, but it was still odd since it was first time such thing has happened within the Apple world. One product that probably the company wanted to test market was the Apple Pencil. Although it was in store for sale on the first day, it has not been available at any location for the past three weeks. If customers were told that the Apple Pencil was going to give them a better experience while using it with the iPad Pro, why has Apple made customers wait for it? For some customers, it has been a big disappointment because the Pencil is not in stock, and all they can do is wait for it to become available online. This was a simultaneous product development, but it is, until now, unfortunate that many Apple fanatics cannot have a full experience yet.

Apple Pencil (apple.com)

Example of what users can do with the iPad Pro and Apple Pencil (apple.com)
Paper App by FiftyThree featured above

Ch. 8 - Segmenting and Targeting Markets

Compare iPad models at apple.com 

In this present time, we see a lot of great designs around us. Those designs were created to promote something that a particular group of people will find interesting. Those designs, obviously, have not come to life out of the blue. Therefore, there are people working behind scenes, they are, for instant, great designers, and some of them go even beyond within the same creative world.

Nowadays, many tablet manufacturers see the needs and want of those agencies that utilize great technology to develop their products. One of those manufacturers is Apple Inc. Apple have been developing great products since the beginning of the company. It has stated in the company's Mission Statement, and its executives have worked upon those words since they just keep designing more amazing and user-friendly devices.

Since the introduction of the first iPad, Apple has tried really hard to make it the device that companies can use to design their products. The very first iPad perhaps did not allow users to utilize it like they would have wanted. It was not until Apple announced the iPad Air that some photographers, graphic designer, and publishers laid eyes on it. The iPad Air was designed to allow users to do more graphic work compare to previous generations. When such product was announced, it was explained to the public that it will grant designers the ability to continue their work on-the-go. Such presentation was pretty much telling the target markets that it was not going to be necessary to have a computer near them. This came from the idea of having a computer in our pockets, like the iPhone. So now, the iPad has pretty much the same power that a MacBook Pro has. Year after year since the first day of the iPad Air, Apple has integrating more and more processing power because the company knows that there are agencies out there that will willingly obtain them. A huge improvement that Apple has made thus far was when Tim Cook introduced the resigned iPad. Such iPad took the name of iPad Pro. This iPad was created to help those in need of a more powerful product to generate better designs. With this product, costumers can get the Apple Pencil. This pencil is the Apple's stylus, and what makes it unique is that it helps costumers to have a more firm and clean work when utilizing it on the iPad Pro.      

Apple Inc, as a company, has designed these tables for it has always known that there are agencies out there willing to buy these kind of products.

iPad Pro Technology at apple.com

Ch. 15 - Marketing Communications

iPad Pro and Apple Pencil (Apple)

It is clear that when a company releases a new product, they want to immediately put it out in the world. Therefore, these companies create a numerous of ads to attract the consumer's eyes. These ads are the first way of communication between the marketers and the potential buyers, and such ads also demonstrate features that certain consumers might benefit from.


Since Apple Inc. is constantly releasing new products, the executives first introduce them at their Special Events. At these events is when the consumers first learn about the benefits of the up-coming products. Then, at a specific date, Apple will begin to display its innovative products at their retail stores. At the stores, the message about the latest products spread out since the Specialists present them to every single customer that comes in looking for that particular device. This is also a way to make everyone aware of whatever is new on those new devices. For example, when the latest iPad Pro and iPhone 6S were announced, Apple released ads that promoted these products. Apple's website was also updated, so that the consumer could explore the various options of the products. Once the products were available at the retail stores, the company kept presenting the newest iPad and iPhone to the rest of viewers. Meaning, Apple kept emphasizing the theme for the new iPhone, "The only thing that's changed is everything." At this point, it can be said that media has become an ally to Apple since it is one the message channels the company utilizes to promote every product that exists in the Apple world. This way of communication will more or less help Apple get more owners since consumers will have already explored their options. Of course, this does not prevent consumers from visiting an Apple Store and interact with the products before making their final decision.

iPhone 6S (Apple)

     

Ch. 10 - Product Concepts

Apple Inc., as a company, was committed to create products that will benefit people in different areas of a business. When the iPad was first introduced back in January 27, 2010, it did not seem to do much for a lot of people. It probably took Apple a while to realize that a machine, as portable as the iPad was, could do so much more for those who live around the graphic design world. This was a great opportunity for Apple to re-introduce its tablet to the world. In October 22, 2013, Apple introduced to the world a redesigned machine. Such machine was going to allow a variety of users to have a better experience. It was a tablet that met customers' needs. More designers, engineers, architects, and businessmen would use the latest Apple tablet. The iPad Air was created for those who needed a machine capable of supporting graphic work. It was the ultimate tablet that many would seek to perform work on-the-go. The thin and light-weight enclosure made the iPad Air so much better than the previous generations of iPads. Obviously, Apple did not only think that the iPad would benefit businesses since the iPad became a tablet used by students and educators in the classrooms. Apple word processing applications or also know as iWork became a tremendous add-on for the iPads, especially since Apple announced it to be available for free. Apple has always introduced an advanced version of its products at their annual Special Events, so the iPad, obviously, was not going to be left behind. The company would introduced a more advanced iPad, and not only that, it continued making its iPad mini (introduced in Sept. 2012) better and with similar features like on an iPad Air.

Of course, the iPad Air 2 was not the end for Apple to extend its product line. In September, 9, 2015, at the the latest Special Event, Tim Cook (Apple's CEO) introduced a much larger tablet that entails the same iOS experience, but that is capable of performing the same work a regular MacBook Pro with Retina Display would. This new device took the name of iPad Pro. Apple's latest tablet has completed the family of iPads thus far.

Current iPad Family (Apple.com)

            

Ch. 17 - Personal Selling and Sales Management

Apple Store, Carrousel du Louvre (Paris)

Apple Inc., as one of the greatest technology company, believes that people can benefit from its line of products. Executives at Apple strongly believes that its people are truly important and Apple's goals could not be achieved, if it was not for its entire team of Specialists and Experts. Consequently, the company has always educated its people before they hit the sales floor for the first time. Management wants to guarantee that customers, as well as the employee, conceive a great experience at the Apple Retail Stores. Specialists and Experts, at the Apple Retail Stores, provide great explanations to customers about the products they are interested in. Apple seeks to meet customer's expectations by presenting solutions to the concerns majority of the customers come in with. Solutions could be exposed by selling a new product, repairing the customer's device(s) or answering questions about iCloud, AppleID and more. But how does Apple know if the customer's exceptions were met? Majority of the customers, after shopping at the Apple Store, will receive an e-mail inviting them to take a small survey in which customers can write about their experience at the store. This gives the company an idea on how the stores are doing on their customer service. From this survey or feedback provided by customers, a lot of innovative solutions are made to better the experience at the Apple Retail Stores.

Apple, too, knows that a lot of business are emerging and its goal is to reach out to them. Therefore, Apple created a team that focuses on contacting those small or large businesses that come to the store seeking for innovative technology. This relationship begins on the sales floor since the customers could easily show interest in talking to a Business Specialist. After the information is communicated to the Business Team, the Business Specialists will reach out to the business and present the various solutions and opportunities.

Although one of the company's goals is to sell products, this great company strives to make more users put their trust in Apple's hands.

Apple Online Store

 

Workshops at the Apple Store

Ch. 16 - Advertising, Public Relations and Sales Promotion

When the iPad was first introduced, Apple Inc. developed a variety of ads to make consumers familiar with whatever was new on this product. Nowadays, these ads have sort of vanished. Two or three years ago, whenever a viewer click play on a youtube video, he or she would experience the introduction of the iPad. It was quite interesting because the viewers could have a better perspective of what this new device could help them accomplish. Perhaps, this strategy had made consumers be more aware of the advantage of the iPad. Although there are no a lot of ads to present the iPad, Apple has striven to better this particular device. They have developed it to be more like a computer rather than just a simple tablet. This takes us to the newest tablet that Apple will launch later this month, the iPad Pro. Since this is one of latest product, Apple has not really advertised it. However, it does not mean that Apple is not doing anything to attract the consumer's attention. Lately, Apple has introduced newer ads that promote the Apple Watch and iPhone. It is known that iPhones is the number product that helps the company meet it revenue goal throughout the year, so it does make perfect sense why Apple advertises it. Since the first introduction of the iPhone, Apple Inc. has presented a variety of ads that demonstrate some great ways of utilizing an Apple smartphone.

Since Apple Inc. is not the only company that sells smartphone, other companies like Samsung and LG strive to achieve what Apple has been able to accomplish throughout all these years. Recently, Windows has responded with advocacy advertising to Apple's latest tablet, and Samsung has used product advertising to exhibit a particular feature of its latest Galaxy.        

  

iPad Air (Apple)

Ch. 14 - Marketing Channels and Retailing

Since Apple Inc. is a well-known company, a lot of people wish to purchase one of its products. The first place where they can get such products is the Apple Retail Store, or Apple Online Store. It is understandable that an Apple Store can be crowded from time to time, and even though everyone is seen, people still complain for not being helped as soon as they walk in the doors. Now, Apple takes every customer seriously, and always provides the best customer service there is, but customer needs to understand tat visiting an Apple will never as quiet as they think it would be.

When a new product is released, it is obvious for the stores to not have the product with the specifications the customer is looking for. Certain people are not so patient when it comes to waiting for such product. In this particular case, some other stores might have gotten some, and the customer opt to visit those stores instead. These are not Apple Stores, these are companies that also focus on selling electronics. Two known companies that carry the same Apple products are BestBuy and Tekserve. These companies could be known as marketing channels since they buy products and facilitate the change of ownership between the manufacturer and consumers. Some of these companies like BestBuy, provides discounts to increase sales and traffic of customers. However, one thing ought to be acknowledged, the Apple Stores not only sells products, it also sells and provides services. These particular services allow the customers to get started with their new devices. Perhaps this benefits for customer helps Apple to be differentiated from BestBuy and/or Tekserve. If a customer purchases an Apple product at BestBuy, the employees will not help their customers get started or even solve the issues the costumer comes in with. Also, the benefit of buying an Apple product at Tekserve would be the variety of accessories the companies offers. Yet, apple.com offers more accessories than what the actual stores sometimes do.

BestBuy 

Tekserve

Apple

Ch. 6 - Consumer Decision Making

Apple Inc., as company, does understand what the costumers want since sometimes costumers would not be fully satisfied with their purchase.

Apple engineers work hard on developing great products to deliver it to the outside world. They study and understand what costumers have said about the products they have recently bought. Apple always tries to satisfy and offer a better experience to all customers. Therefore, it allows consumers to submit feedback on any of its products. This way Apple can improve its line of products based on what consumers and/or developers have mentioned about Apple gadgets. Most of the time, consumer will see those improvement at Apple Special Events. 

Feedback page at apple.com (Apple)

There are some important factors that drive the consumer's decisions when purchasing a new product.

Nowadays, some customers might do their research before coming in to any Apple Retail Store. Apple's website is a great tool for anyone who seeks to compare devices to gain more information. They can also find reviews under the products they are researching on. Obviously, it is not guaranteed that everyone researches; however, those who do, come in expecting to receive more information. Another way for customers to search information on the product they're interested in is by consulting with their friends, family members, or even IT's at their jobs. In some random cases, they know what they want and simply come in and ask an Apple Specialist to get them they product they first came in for. This happens when customers have known the brand and are constantly upgrading their gadgets.

When it comes to choosing the device that suits best, the customer tends to compare or evaluate different alternatives. They might not always go for an iPhone or an iPad, but what matters is that the customers have explored their various options. They have meticulously looked at the details that differentiate one product from the other. Evaluating alternatives is important because it is what drives the customers to make a final decision. At an Apple Retail Store, consumers have the opportunity to interact with the various line of products. Perhaps, this is a way for Apple to attract customers to the stores and not only get a device, but receive a complete service so that they can walk out with a gadget that is fully interactive. 

In the end, after researching and evaluating alternatives, customer will have made a decision on what device they ought to get. This is considered the checkout, or purchase. At Apple, Specialist expect to receive feedback for the way they treated the customer. But most importantly, Apple wants to hear back from the consumer after trying the device; meaning, Apple expects to have satisfied the customer(s) with the purchase. Sometimes the consumer's exceptions will not be met, and this is when feedback on the product is welcome. But other times the exceptions will be exceed.  

Consumers can compare products online. 
More details will be show at apple.com

(Apple)

At Apple, customers can get familiar or get information on 

the product they're interested in. (Apple)

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Ch. 5 - Developing a Global Vision

Apple Inc. started the creation of retail stores in the U.S. in May 2001. Apple had originally created the retail stores to stem the declining share of the computer market and to respond to the poor marketing of Apple computers at third-party retail stores. This idea helped the company, because it made more people aware of what Apple had accomplished since the beginning of Apple's life. Of course, Apple did not only want its name to be known in the U.S., Apple thought about abroad expansion. So, in late 2003, Apple opened its first retail store in Tokyo's Ginza district. This was the start of Apple to grow in international market. In 2004, 2005 and 2006, Apple kept opening more stores in different locations like Osaka, Nagoya, Fukuoka, Sendai, and Sapporo. In 2004, Apple opened its first store in London, England. This was the very first Apple retail store in Europe. In middle of 2005, the first Apple store was opened in North York, Toronto. Apple's global vision has begun since the creation of the first Apple Retail Store in the U.S. until it spread to Japan.    

With technology increasing, Apple has been able reach the global market, and it has shown unexpected records of revenues and profits. Now, for Apple to be able to fulfill its global vision, the company had to take some partnership with foreign outsourcing. This allowed the company to sell its products, such as the iPad, for $499 in the U.S. Moreover, China plays an important role in Apple's global vision. China is a emerging market and it is where all Apple products are manufactured by a company known as Foxconn. Apple does not only focus on China for its cheap labor, but because it contains a strong economy with the biggest population on the globe. Although Apple's competitors also manufacture their products in China, Apple is known as a unique company for developing its own hardware, software, and operation system. 

In the very end, Apple's global vision is to allow every person on the globe to know of the Apple's products. Impact their lives and impulse them to discover the great things they can do with each of its line of products.  


Apple's expansion is part of its global vision

Apple Store, Brussels (Belgium)
Opened on September 19, 2015

Apple Store, SouthGate (UK)

Apple Store, Puerta del Sol (Spain)

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Ch. 4 - The Marketing Environment

Since Apple Inc. is a multicultural company and it has grown outside the U.S. frontiers, it presents and provides information about its products in different languages. Some companies might only translate information in the most-spoken languages, which does not give their customers many options to explore on their sites. Apple Specialists, in New York City for example, refer to apple.com whenever is necessary. One of Apple's desires is for every person around the globe to hear and have knowledge of its products. That is why customers, regardless from where they are, have the ability to change the language on their Apple devices. This particular feature helps customers have a better understanding on how to use their products. Moreover, whenever a customer contacts the technical support over the phone, that particular person has the opportunity to ask for a Specialist that speak their same language. That way the interaction, in general, becomes seamless for both the customers and the Specialist. 

Applications developed by Apple. Originally created to be part of Apple Productivity Apps.

Apple's target market is also teenagers. Teenagers, nowadays, want to be up to date on what is happening on the social media. They also want to socialize with friends. For that reason, a great device to do so could be the iPad. On the iPads, teenagers can download different applications that allow them to communicate among friends. Additionally, with the built-in FaceTime app, teens can establish a video conference with their friends and/or family members. Besides socializing, teenagers can use the iPads to keep their documents organized. On the iPads, teenagers can find applications that help them create notes, documents, presentations, and more. In other words, the iPads could be considered an electronic notebook since it is easier to carry around at school when going to different classrooms.

Customers can change the language on apple.com to discover more about the products they already own or are planning to get.

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Ch. 18 - Social Media and Marketing

Unlike some companies that utilize the social media to promote the product they have prepared to launch, Apple has always kept it as a secret. The executives do not talk about it until it is a reality to the customers. Apple has recently introduced their latest iPad Pro, which will not hit the stores until this coming November. Before Apple showed this particular product at the past September 2015 Special Event, Apple ensured that no real details about this iPad leaked out of the company. Yes, customers have a way to chat with an Apple Specialist regarding any Apple product, which can be considered as social media. However, the Specialist will not say anything about a product that is not on the Apple's website. Now, with the online chatting, Apple still has the opportunity to introduce its products to people who seek to get a device that satisfies their needs.

Perhaps a way for people to get familiar with what is new in the Apple world is by going to the website and searching for Apple Info at the bottom of the site. This page contains information related to the latest products and contains information of previous events. What can also be considered as social media is the Apple Support Community at the Apple's website. There you can find discussions about the products that everyone uses on daily basis. This specific page is not really use as a page to promote the products since it is used by individuals to find solutions for particular Apple products that they may need help with. 

Some ways that Apple uses to promote its products is by creating TV ads, or by playing a slideshow of the latest product at apple.com. For example, since the announcement of the latest iPad Pro, Apple adjusted its website for the iPad Pro to be shown in the home screen when customers first go on to the site. Another way would be the giant billboards around the city since it is visible to everyone. Lastly, when people search for something related to the iPads online, links to Apple's website will come up as first results.

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Ch. 2 - Strategic Planning for Competitive Advantage

iPad     

Apple has been known as an innovative company for creating portable products and easy to interact with. In January 2010, Steve Jobs introduced the iPad to the world and people were amazed by how Apple had created a different kind of computer that would allow users to have a more personal device. The iPad was developed to target those who were constantly using their personal computers to check e-mails, watch videos, view photos, and listen to music. Apple, by developing the iPad, provided an opportunity to the users since it would permit them to carry it around wherever they went. Apple knew this new product could revolutionize the world and began developing a plan to target those who needed a device that allow them to work as they mobilized to their jobs. The iPad had a brand new category of application, which allowed people to revise their documents. It was a new version of iWork, redesigned for the iPad. iWork was first introduced on the MacBooks and it was an opportunity for Apple to attract those who rely on computer software to complete their work. As the iPad became a great tool for the users, Apple began creating advance versions of this particular device. The iPad would not only let you work on documents, but also it started offering users an new way to interact with other people. Newer versions contained a camera, in the front and back of the device. People were able to connect with their loved ones since they had the option to FaceTime each other from any part of the world. It still targeted businesses since it could be used for conference calls, and the camera was used to record videos for those special project. Apple does not wish to compete with any company because it has also created partnership with companies who develop the same kind of products. Apple has kept the same prices of its products even if other companies reduce them to increase sales. 

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Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

A Brief History of Apple Inc.

• Apple Inc. is an American corporation that designs and manufactures computer hardware, software and other consumer electronics. The company is best known for their Macintosh personal computer line, Mac OS X, extremely loyal user-base, iTunes media application and the iPod personal music player. The company headquarters is in Cupertino, California, CEO and co-founder is Steve Jobs and the company boasts 284 retail locations spanning 10 different countries.
• Apple was established on April 1st, 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne to sell the Apple I personal computer kit. Steve Jobs was said to own 45% of the company, Steve Wozniak with 45% and Wayne with the remaining 10%. While Jobs and Wozniak were young with little to no assets, Ronald Wayne was older with personal assets and was scared to put these at risk. This resulted in Wayne selling his share of the company back to Jobs and Wozniak for a reported 800$. Today Wayne’s share of the company would be worth over 3 billion dollars.
• Apple has developed a unique reputation in the consumer electronics field. Those who use Apple electronics tend to be enthusiastic about and loyal to the products while those who have no experience with Apple’s products often criticize them as being overpriced.
• With the release of the iMac on August 15, 1998 Apple was able to put to rest some its past failures. These failures included the first Apple Portable, which was bulky and awkward and the Newton, Apple’s first attempt to enter the PDA market. In 2001, after several years of development, Apple released Mac OS X, an operating system that targeted both consumers and professionals. Mac OS X was a complete redesign from Mac OS 9 and was able to harness the power of UNIX while offering a streamlined user experience with a simplified GUI (Graphical User Interface). The iMac line of personal computers paired with Mac OS X returned Apple to profitability and the release of the iPod portable digital audio player later that year was the icing on the cake. The phenomenal success of the iPod set the stage for future products, including the best selling mobile device in history, the Apple iPhone, the MacBook line of portable computers, and the Apple iPad announced on January 27, 2010.

Mission Statement of Apple Inc.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has introduced its magical iPad which is defining the future of mobile media and computing devices. 
Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.