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HOW EFFECTIVE ARE SAMSUNG AND APPLE ATTRACTING CUSTOMERS
Pages 10 (2510 words)
HOW EFFECTIVE ARE SAMSUNG AND APPLE ATTRACTING CUSTOMERS Abstract Attracting new customers is a vital task for an organization. The process of attracting new customers is complex and at the same time also consumes huge amount of resources. In this study, the effectiveness of Samsung and Apple’s customer attracting strategy has been evaluated.
The study also found that Samsung uses a variety of technique to promote their products whereas Apple relies on marketing techniques such as word-of-mouth promotion and relationship marketing to generate hype for their products. CHAPTER I – Introduction Background In this age of cutthroat competition, a business greatly relies on its existing customers to sustain and survive. The purpose of a business is to fulfil the demands of consumers and in turn the customers make it possible for the business houses to achieve its aims and objectives. Customers are therefore adjudged as the most important stakeholders of a business (Clifton, 2012). A business does not operate in vacuum and therefore it is impossible for an organization to function without having any customer (Adler, 2010). Hence, it is obvious that customers are the resources upon which the sustainability and success of a firm depends. A number of scholars have argued that to acquire and maintain a competitive edge over the rivals, organizations should try developing long term relationship with the existing customers. However, along the same line it is also imperative that a company should attract new customers to increase the volume of business. ...
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