The core marketing concepts and various elements of marketing process adopted by Apple

The core marketing concepts and various elements of marketing process adopted by Apple Essay example
Masters
Essay
Marketing
Pages 10 (2510 words)
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Marketing principles-Apple Task 1 The core marketing concepts and various elements of marketing process adopted by Apple The success or failure of a company highly depends on its marketing concepts and processes. This is particularly so in the current business environment marked by stiff competition…

Introduction

Apple is one of the most successful companies of the current world in the electronic industry (O'Grady 2009, p.5). In fact, the company has witnessed tremendous growth since 1984 becoming a household name. All these are attributed to the marketing concepts and processes it adopted in order to reach its targeted customers. Gill Amello, the former CEO of the company pointed out that Apple’s marketing concepts are based on the scarcity and social proof powers (O'Grady 2009, p.5). In this regard, in order for the company to reach its intended customers, it adopted the ‘Golden Circle” marketing strategy, which entailed the why, how, and what. The “why” implies that everything that Apple do is aimed at changing the status quo and thinking differently from the rest of the competitors. The “how” pertains to the products manufactured by the company. In this regard, Apple has been at the forefront in making quality and beautifully designed products, which are user friendly to the customers. This has seen the company outcompete many of its rivals in the industry. The “what” has to do with the computers, in which the company has ensured that all its computers are of high quality and affordable to its customers according to O'Grady (2009, p.6). ...
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