Lastly, services are intangible, meaning they cannot be touched or physically felt. This increases the hesitation in a consumer’s mind regarding the credibility, making the purchase decision harder. Thus, it is important that the services and its USP are marketed properly to increase awareness and allowing consumers to make a conscious choice according to the marketed characteristics.
2. Apple Inc. is a US based company that manufactures, markets and sell electronics, cellphones, tablets, software’s and personal computer s to the masses at a premium price. The ‘apple’ phenomenon is not a new one for this day and age where the initiative taken by Steve jobs took the world by storm. New innovative softwares, technologically advanced systems and superior user experience were some of the key differentiating factors that allowed Apple to attain the current position in the market.
The targeting strategy adopted by Apple is differentiated targeted. This is because the company believes in selling high end products that offer superior customer value at a premium price. The focus of the company as per Tim Cook, CEO of Apple, is to create a halo effect that leaves people craving the product once one is hooked on to it (Pride, pg 43). The availability is relatively concentrated due to the company’s aim to keep up the ‘premium product’ image. Apple differentiates its products on the basis of the features offered, the brand association and the superior experience that it promises. Apple loyalists have this concept embedded in their minds and thus they do not consider switching. It also reflects the founder, SteveJobs’s aim to make the product so superior in quality and experience that the market comes to them and they don’t have to market themselves. This is the reason why the minimalistic advertising still allows apple to gain and ...Show more