Chapter 1: WHICH CONCEPT TOPICS BEST EXPLAIN APPLE

Chapter 1: WHICH CONCEPT TOPICS BEST EXPLAIN APPLE

Chapter 1: WHICH CONCEPT TOPICS BEST EXPLAIN APPLE STORE SUCCESS? (A) UNDERSTANDING CONSUMERS [Customer-Centric org.] (B) INDIVIDUAL & ORGANIZATIONAL INFLUENCES (C) OBTAINING, CONSUMING, & DISPOSING Apple Store is broken down from customers view with access and actual interaction, with Q & A from genius bar. With modern look and feel. Apples Organizational Influences Brand, Service, Convenience, Quality, Packaging, Store Ambiance, Simplicity, Loyalty Programs Brick & Mortar store site is obviously a means for obtaining, and it allows customers to consume/use in the store prior to purchase. Disposal is also addressed because of the option for trade-in and trade-up. Apple Customer Personality, **Life-Stage, (1) target early to acclimate towards Apples non-mainstream design OR (2) Target youth as brand image --desirability = youth (D) EVOLUTION OF MARKETING & CONSUMER BEHAVIOR Apple Store emphasizes the marketing and customeroriented concepts that emerged more recently in the 1990s and beyond, focused on the Demand Chain retailing end of the marketing channel. [Added comment not from class] Chapter 2: WHICH CONCEPT TOPICS BEST EXPLAIN APPLE STORE SUCCESS? (A) CUSTOMER-CENTRIC

ORGANIZATION (B) MARKET ANALYSIS & SEGMENTATION (C) MARKETING MIX & BRAND STRATEGY Design appeal of Apple Store as evidence of customer-centric orientation. (1) Shared V&V not doable by marketing solo (2) Cross-Function walking walk together not just talking talk (3) System/Simultaneous Training Know-how & Know-well not accidental DISCUSSION PROMPT: The focus on targeted Apple Store shopper profile is the basis for Apple Store success. Tapping those specific customers matters more than how the Apple Store brand and marketing mix translates into unique merchandising. DISCUSSION PROMPT: The function of Apple Store brand identity as a reflection of the retailing marketing mix strategies matters more than who is targeted. This unique and innovative retail platform would succeed with even non-targeted customers. (D) GLOBAL CONSUMER BEHAVIOR *Demand *Supply *Mgt. DISCUSSION PROMPT: Apple Store success has traces of global merchandising and marketing properties from Europe (store design with clear clean lines and retail simplicity) as well as from traditional marketplaces in Africa, Asia, and Latin America (interactive experiential touch-feel-try)

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