Chapter 4 in MKTG5
deals with the external marketing environment, social factors, demographic
trends, growing ethnic markets, economic factors, technological factors,
political and legal factors, and competitive factors.
Apple has been
successful in these last years because of the fresh, imaginative way to think
and do its business. Apple has a winning combination of exceptional products,
great style and design, great strategy, innovative marketing, sleek and
enticing communications. Basically they know how to grab hold of the external
marketing environment, such as the target market. According to MKTG5 book
target market is “a defined group most likely to buy a firm’s product.”Apples
target market includes attracting upper and middle class people; mostly music
enthusiasts and fans ages 12-35, also professionals in media and design. They
want people that will pay more money for a better computer. Recent example is set
by the reveal of new iPhone 5; Apple Inc. has sold over 5 million iPhone 5 Smartphone
in the three days since it came out. For iPhone 5 people are willing to pay a
premium price for it. Apple’s marketing environment tends to always follow
popular technology. For example, as technological advancements take place in
the world, so do Apple’s products.
No comments:
Post a Comment