Chapter 17: Personal Selling and Sales Management

Apple Inc. usually does not run very many promotional ads, if any at all. This is simply because they usually do not have to. With the reputation they've established in the modern age among a wide demographic, why would they?

Promotional sales do have a positive effect on the amount of units, offering deals that include additional items is certainly tempting to the customer searching for the most cost-effective purchase. However, Apple does have their occasional promotional ad, like the exclusive college sale "Buy a Mac for college and get a free iPod Touch." This promotion is put in effect from the months of May to the end of September, just in time for school. These school sales also include discounts for students as well as faculty members.

One way in which Apple chooses to promote sales is also in the way they operate their retail store locations. When shopping there, customers are not urged it pushed to buy any of the products by the store personnel. They are simply there to be consulted and make the customer feel welcome and informed before making a purchase. With a formal and family-friendly environment, Apple makes the sales by promoting customer consideration. 

Chapter 16: Advertising, Public Relations, and Sales Promotions

   Although Apple's modern advertisements take somewhat of a minimalist approach, they are good and plenty. It may seem that with such global presence and popularity that the company wouldn't need to advertise much. However, as much as they may not have to, they definitely still want to, and they do so in ways that appear subtle but still widely recognized. Apple uses its now unmistakable logo as the minimalist visual eye catcher, and is even difficult to replicate without audiences seeing it as a rip off of the famous bitten apple. So, even if it doesn't feel like we have Apple's shiny new toys being shoved in our face all the time, you can rest assure that they are always working diligently on ways to make it seem that way.

     Many simple slogans have been with just the apple logo, such as the "Think Different," ad previously posted, but those can be just as effective as some of the company's most seemingly creative ads, like the "Adam," ad in the 70's, or the more modern and colorful ads that feature the various colored models of the iPod and iPhone 5c. What is considered one of the greatest television advertisements in American history is actually the 1984 Superbowl Commercial.

     Filling its customers with a sense of style and coolness, Apple has been widely regarded as one of the best companies at advertising, even winning "Marketer of the Decade," in 2010, awarded by Advertising Age. This is no accident, and if one paid attention to most of the movies they watched in 2010, they may have actually noticed the product placement of Apple computers in blockbuster hits such as the Twilight movie adaptations, and the iconic television series Sex and the City. (Kinda the same way Sony was all over James Bond, if you paid attention to those too.)

Chapter 14: Marketing Channels and Retail

     The Apple retail store is home to the latest Apple technology, and each one offers an elegant setting with exceptional customer service and workshops. Usually a white interior, glass and marble exterior, spacious room, and all things Apple compose the Apples store. One can find the newest models of Apple Macintosh computers and all mobile devices, such as the iPod Touch 5th Generation, iPhone 5S, and iPad Air. The online store is also easy to navigate and features the latest company news and devices on the front page.
There are also many accessories for all Apple products within the store, ranging from screen protectors to earphones and even printers. One 5th Avenue, the Apple Store is open 24/7 all year long, being a convenient attraction for tourists who want to squeeze it into whatever time they left of sight-seeing. Like the products themselves, the store is just as masterfully designed to be sleek and modern.

     Customers who enter the Apple store regularly leave the store feeling satisfied the quality of service and ambiance of the environment. There are plenty of other locations as options to purchase Apple products, such as Target, Staples, or Walmart, but none could ever compare to the experience of entering through the glass doors of the Apple Store itself and witnessing firsthand the level of detail, elegance, grandeur, and sophistication.

Chapter 6: Consumer Decision Making

In order to have a better service and compete in the market it is necessary to know the behaviors and decision making process of consumers. To start with, there's need recognition. Electronics for the most part are (or its now better said were) luxuries because in time they've grown to be needs. Wants and needs are created by external stimuli given the example, of Apple products popularity and perceived superiority. The following stage is to knowing that consumers will look for information about the product. The information search can be external, internal, or both. When it comes to purchasing an Apple product the majority of consumers search for internal information like recommendations from previous experiences. Plus it goes without mention that Apple has been fortunate to have very loyal consumers, as soon as the next generation product comes out many people upgrade their iPhones. Additional to all this, external information also comes as market-controlled. Not only are Apple consumers loyal to them but they also view Apple as a trusted company. Apple has a great communication with their customers through their keynotes that make people feel informed about the product.

 

Following the consumers need for information its time to evaluate alternatives. Apple has an industry standard, specifically with their iProducts for example, someone wouldn't jump to say they want to "buy an MP3 player" they'll go straight into wanting an iPod this again has to do with Apple's ability to stand out. 

After evaluating alternatives it's time to purchase; because of Apple's standing people purchase a lot of their products! So much that their newest product the iPhone 5 broke all first day sales records. 

However, the company's product transaction doesn't stop at the purchase, the final stage of consumer decision making is post-purchase behavior, This entails how well the consumers expectations were met and determines how satisfied or dissatisfied with the their purchase. In Apple's case, it seems to go without saying that consumers are pretty satisfied with their Apple products since there's still a high demand for the same products. 

Chapter 5: Developing a Global Vision

Additional to emphasizing their marketing strategies, Apple has put ample effort into their international strategy. None other than their iPhone product has made itself a global player. A large portion of their revenue proceeds from regions outside America. This product has done increasingly good in markets abroad primarily because iPhones help Apple target price-sensitive developing markets; parts where the company may not have fully established a customer base thus being that newer versions of the iPhone are released much sooner in foreign markets. However, Apple's global vision is ambitious and not limited since Apple has been building its overseas presence with the use of Apple retail stores.

 It is important to expand their company overseas because it provokes a global demand and a large growth of promotion and revenue.