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AppleMarketingMix
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AfterobtainingfinancingforthedevelopmentofAppleII,theAppleComputer
Companywasformedin1970.Asthegrowthofhomecomputerusegrew,Apple
grewwithit.In1980thecompanyissueditsinitialpublicofferingofinvestment
stock.
ApplenextintroducedtheMacIntoshComputerin1983duringtheSuperBowl.
Thecomputersdesktoppublishingfeaturesprovidedthefoundationforfuture
innovationsthathavebecomestandardforthecompany.TodayApple,Inchas
morethan33,000employeesandrevenuesexceeding42milliondollars.

Product
PortableComputersincludingMacproductssuchasMacBookPro,iMac,
MacBookAir,MacMini,Xserve
ServersincludingXserve,Xsan,MacOSXSer,MobleMe.
AccessoriesincludingMagicMouse,Keyboard,LedCinemaDisplay.
WifiBasedStationsincludingAirportExpress,AirportExtreme,Time
Capsule.
DeveloperincludingDeveloperConnection,MacProgram,iPhoneProgram.
iPodincludingiPodShuffle,iPodNano,ipodClassic.
iPhoneincludingiPhone3GS,iPhone3G,iPad.
iTunesincludingmovies,TVshows,audiobooks,games.
PeriphalproductsincludingPrinters,Storagedevices,digitalvideosand
cameras.

Introduction

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Apple,IncoriginatedfromthefriendshipandmutualinterestsofSteveWozniak
andSteveJobs.TheTwocollaboratedinthedevelopmentoftheAppleIinthe
early1970s.TheAppleIwasastepaheadofmostcomputersofthetime
featuringauseofaTVasadisplaysystemandacassetteinterfaceforrecording
programs.Wouldyouliketotakealessononthemarketingmix?

Price
Appleisapremiumbrandcomputerthatdoesnotattempttocompeteon
price.Thecompanyhasreducedpricesaftersomeinitialproductlaunches.It
usesskimmingandpreimuimpricingstrategies.
TheAppleiPadispricedataminimumof$499.
TheAppleiPhonecostsbeginat$99.
TheAppleiPodClassicispricedstartingat$249.
TheAppleiPodNanocosts$149.
TheAppleMacBookcosts$999.
TheAppleMacBookProispricedat$1199.
TheAppleQuicktimeProforWindowscosts$29.99
ApplesiPadpricingstrategyincludestheflexibilitytolowerthepricesif
consumerresponsedictatessuchaction.Thiswouldbeconsistentwitha
similar$200pricecutontheiPhonein2007.
In2009AppleannouncedareducedcostpricingstructureforiTunessongs
willcost69cents,99centsor$1.29.Hesaidthevastmajorityofthesongs
willcost69cents.Changesaresaidtobearesponsetoaslowerpaceof
musicdownloads.

Place
Apple,IncHeadquartersarelocatedatislocatedat1InfiniteLoop,Cupertino,
California.
TheAppleConsultantsNetworkincludesindependentprofessionalservice
providersandtechnologyconsultingfirmsthatspecializeinAppleandthird
partysolutions.CertifiedonAppletechnologies,theseprovidersdeliveronsite
technologyservicesandsupporttohomeusersandbusinessesofallsizes.
Appleserviceprovidersarecertifiedtechnicians,whocompleteregularApple
trainingandassessments,andofferrepairservices,andexclusiveaccessto
genuineAppleparts.

TheyarelocatedinAsia/Pacific,Africa,theMiddleEastEuropeandLatin
America.
Applehasover200retailstoresworldwideincludingtheUS,UKandCanada.
ApplerecentlyopenedanewretailstoreinShanghaiChina.

Promotion
Apple,IncoffersspecialdiscountsonrefurbishedMacIntoshcomputers,iPod
Nanos,andthe8GBiPodTouch.Ineachcasea1yearwarrantyisincludedon
theallproducts.
Apple,IncauthorizedTrainingCentersarelocatedthroughouttheU.S.each
providesinstructioninMacsystems,MacOSX,andApplesprofessional
applications.Awiderangeofcertificationexamsandcoursesofferinnovative
learningopportunitiesforITandcreativeprofessionals,educators,andservice
techniciansdeliveredexclusivelybyAppleCertifiedTrainers.
TheAppleConsultantsNetworkwebsiteprovidesasearchtoolallowingvisitors
tolocatenearbycertifiedMacproductconsultantsintheU.S,Canada,anda
numberofinternationallocations.
TheonlineAppleStoreoffersfreeshippingforordersover$50.
TheonlineApplestoreoffersiTunesgiftcards.
Appleprovidesa$100rebatewhenyoupurchaseaMacorspecificprinters
fromtheonlinestore.
Applehaspackagedbacktoschooloffers,includingsomeaimedatcollege
students.

People
StephenP.JobsistheChiefExecutiveOfficeroftheExecutiveBoardat
Apple,Inc
NonExecutiveBoardDirectorsincludeWilliamV.Campbell,MillardS.
Drexler,AlbertGore,AndreaJungandAuthorD.Levinson.
KeySeniorManagementteammembersincludeTimothyD.Cook,(COO),
ScottForestall,JonathanIvey,(IndustrialDesign),RonaldBJohnson
(Retail),RobertMansfieldMacHardwareEngineering),PeterOppenhiemer
(ChiefFinancialOfficer),MarkPapermaster(DevicesHardware
Engineering),PhilipW.Schiller(WorldwideMarketing),BertrandSerlet
(SoftwareEngineering),andD.BruceSewell(GeneralCounsel).
SomecertifiedAppleserviceprovidersofferadditionalservicesbeyond
repairsandpartssuchassuchasdatatransfer,datarecovery,upgrade
services,andonsitedeploymentandinstallation.

EveryMac,iPod,iPhone,anddisplaycomeswithcomplimentarytelephone
technicalsupportfor90daysafteryourpurchaseandaoneyearlimited
warranty.TheAppleCareProtectionPlanextendsyourservicecoverageand
givesyouonestopserviceandsupportfromAppleexperts.
TheAppleCareProfessionalVideoSupportgivesyoudirectaccesstoApples
ProfessionalVideoTechnicalSupportteamviatelephoneandemail12
hoursaday,sevendaysaweek.

PhysicalEvidence
AppleIncsmainwebsiteislocatedathttp://www.apple.com
TheApplelogohasevolvedfromitsoriginaldepictionofSirIsaacNewton
underatreetothememorablerainbowappletothepresentblueApplewith
abitetakenout.

Process
Appleconvertsnewcustomersandsecurestheirloyaltythrougha
corporateemphasisoncustomerservice.
Appleseekstoattractitstargetmarketthroughboldpublicrelationsevents
(suchastheMacWorldExpo)aswellasadvertisingimagerywhichborrows
fromcontemporarymodernart.
Applehasexpandeditsdistributionchannelsinrecentyearsincludingthe
additionofWalMart.
Disclaimer:
Thiscasestudyhasbeencompiledfrominformationfreelyavailablefrom
publicsources.Itismerelyintendedtobeusedforeducationalpurposesonly.