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Apple Marketing Analysis - Essay Example
Pages 6 (1506 words)
Apple Marketing Analysis Institution’s name: Marketing Date Submitted: A1. Marketing Mix Analysis Marketing mix analysis entails the elaboration of the four Ps as pertains to marketing: Product, Price, Place, and Promotion…
1). Price; Apple being in a business that deals with technology and the advances that come with technology requires that it keeps up to date. But how will Apple keep up to date with changing technology and not escalate up its prices? As a marketing strategy, Apple has come up with pricing games which it has used to maintain a competitive edge in the business. To begin with, Apple has implemented the use of decoys. These are commodities presented in advance of the real commodity and their aim is to capture the attention of the consumer hence compelling the consumer to purchase commodities from Apple. An example is the iPod going for $399 yet Apple displays others being traded for $199 yet they do not exist, compelling the customer to purchase the $399 iPod (Kunz, 2010, p. 1). The other price marketing strategy utilized by Apple Company is the use of a reference range to market its commodities. This is aimed at showing the consumer the previous higher price and the current lower price that Apple is willing to sell the commodity. An example is that Apple can present an IPod at $100 and state it as 50% down from the previous $200. The consumer will find the current deal being offered by Apple better than the previous price and hence purchase the product from Apple instead of its competitors (Kunz, 2010, p. 1). Moreover, Apple uses bundle price as a marketing strategy as pertains to its prices. An example is a TV from Apple Company. ...
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