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Download Chapter 1 & 2 Discussion Topic: Apple Stores & Consumers
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Consumer Behavior [MKTG. 301] Chapter 1 & 2 Discussion Topic: Apple Stores & Consumers Chapter 1: WHICH CONCEPT TOPICS BEST EXPLAIN APPLE STORE SUCCESS? (A) UNDERSTANDING CONSUMERS [“Customer-Centric org.”] •Apple philosophy to “tear down physical and design barriers between products &customers for trial/ play •Personalized and individual service assistance with systems [home & business] -training (B) INDIVIDUAL & ORGANIZATIONAL INFLUENCES •Manufacturing innovation •Brand influence •Creative advertising image •Fantasy experience (“themed retailing” & “retail theater”) (C) OBTAINING, CONSUMING, & DISPOSING (D) EVOLUTION OF MARKETING & CONSUMER BEHAVIOR •Product life-cycle – iPod, iPhone, iTV, iCar, iPlane, etc. *Wholesaler of music via Internet and iTunes *Manufactures digital brands *Retails digital products & services *Innovative retailing spurred growth of iPod as MP3 standard Consumer Behavior [MKTG. 301] Chapter 1 & 2 Discussion Topic: Apple Stores & Consumers Chapter 2: WHICH CONCEPT TOPICS BEST EXPLAIN APPLE STORE SUCCESS? (A) CUSTOMER-CENTRIC ORGANIZATION (B) MARKET ANALYSIS & SEGMENTATION (C) MARKETING MIX & BRAND STRATEGY (D) GLOBAL CONSUMER BEHAVIOR *Demand *Supply *Mgt. Although brand awareness is high, the organization of the Apple store with customer focused services and comfort is a major reason (“freedom”) •Timing of market introduction of RETAIL STORE [brick & mortar] to support “click & order” device (iPod). At time Napster pure download electronic retail options became more detached • Target market initially was trendy upscale customers and markets to pull others along Brand strategy and the mmix to support (Promo/Advertis) Hong Kong – large variety of shops in a small geographic space, and many diverse people for multiple purposes passing through – creates a spirited energy and pace Instill a customer service “ethic” in everything – customer centric culture People working not “Geeks” but warm and welcoming people who are trained to HELP YOU not FIX PROBLEMS IN TECH Appeal to affluent upscale image in store location and image – (Promotion & Place) Welcoming and willingness to serve – appreciation “honored” comfort or ease Spain – PERSONLIZED appeal to make sure customer is known and catered to Paris – not corporate and shun the franchise and controlled atmosphere in