Apple Marketing Audit - Research Paper Example

It was dependent on various factors like product quality, state of art technology they offer. I am impressed with the Stylish product line such as iPhone, iPad, and iTunes offered by the company. Before visiting the store I thought of purchasing stylish products like iPhones from the store.My impression of the company has changed after visiting their store. I am amazed at the staff behavior and their sales service. I am also impressed with the banners and designs they use (part of sales promotion) to attracts customers.

Before visiting the store I was only thinking about their product quality but now I believe Apple has achieved market leadership due to their customer-friendly behavior and superior sales service. The salesperson of the company helped me to understand the unique benefits of the iPhone 5 (a product I am planning to purchase). The salesperson told me that iPhone 5 is 20% lighter, 18% thinner than previous iPhone models. I am advised their staff to visit Apple’s Facebook page to join their community.

Community members will help me to get the latest news and updates from Apple. The overall impression about the company has changed from good to excellent after visiting Apple’s store.I have received a warm welcome and friendly attitude from staff working inside the store during my visit to Apple’s retail store. One particular sales staff has helped me to understand various features of the iPhone 5 before purchasing the item. The sales staff has answered my entire product and service-related quarries without getting annoyed for a single moment.

The staff of the shop gave me the highest priority when I visited their store. They also advised me to contact them immediately for any kind of product-related problems. I left the shop with a big smile complemented with satisfaction.I have observed that the management style of Apple has motivated the retail store to present their product in innovative manners. During product, presentation staff was trying to discuss minute details with customers. I have also observed that management of the retail store gives importance to creating a systematic operational structure.

Staff have treated me with utmost importance and during my stay in the shop, I have not observed any kind of chaos or irrational behavior from the staff. Each of the staff is well trained and knows very well how to handle customers. I am impressed with the systematic management functions of the Apple store.The sales staff of the store helped me to select the right iPhone model suiting in accordance to product specification I mentioned to them. I purchased the product after an hour-long discussion with the staff of the store about the various applications of the iPhone.

I have also visited other parts of the store to go through various items like iPod, iTV, and iTune offered by the company, and each of the time I was welcomed by a warm smile by staff. The staff of the store also helped me to understand various customer loyalty schemes offered by the company and gave me advised to select the right loyalty program following my personality. I have thoroughly experienced the buying process during my last visit to the Apple store (Noh, 2008, p. 14).