Transcript WHICH CONCEPT TOPICS BEST EXPLAIN APPLE STORE

Chapter 1: WHICH CONCEPT TOPICS BEST EXPLAIN APPLE STORE SUCCESS?
(A)
UNDERSTANDING
CONSUMERS
[“Customer-Centric org.”]
Apple Store is broken
down from customers
view with access and
actual interaction, with
Q & A from “genius
bar.” With modern look
and feel.
(B)
INDIVIDUAL &
ORGANIZATIONAL
INFLUENCES
Apple’s Organizational
Influences – Brand,
Service, Convenience,
Quality, Packaging, Store
Ambiance, Simplicity,
Loyalty Programs
Apple Customer –
Personality,
**Life-Stage, (1) target
early to acclimate towards
Apple’s non-mainstream
design OR (2) Target
youth as brand image --desirability = youth
(C)
OBTAINING, CONSUMING, &
DISPOSING
Brick & Mortar store
site is obviously a means
for obtaining, and it
allows customers to
“consume/use” in the
store – prior to
purchase. Disposal is
also addressed because
of the option for trade-in
and trade-up.
(D)
EVOLUTION OF MARKETING
& CONSUMER BEHAVIOR
Apple Store emphasizes the
marketing and customeroriented concepts that
emerged more recently in
the 1990s and beyond,
focused on the “Demand
Chain” retailing end of the
marketing channel.
[Added comment – not from class]
Chapter 2: WHICH CONCEPT TOPICS BEST EXPLAIN APPLE STORE SUCCESS?
(A)
CUSTOMER-CENTRIC
ORGANIZATION
(B)
MARKET ANALYSIS &
SEGMENTATION
(C)
MARKETING MIX &
BRAND STRATEGY
Design appeal of Apple
Store as evidence of
customer-centric
orientation.
(1) Shared V&V – not
doable by marketing solo
(2) Cross-Function –
walking walk together not
just talking talk
(3) System/Simultaneous
Training – Know-how &
Know-well not accidental
DISCUSSION PROMPT:
The “”focus” on targeted
Apple Store shopper
profile is the basis for
Apple Store success.
Tapping those specific
customers matters more
than how the Apple Store
brand and marketing mix
translates into unique
merchandising.
DISCUSSION PROMPT:
The “function” of Apple
Store brand identity as a
reflection of the retailing
“marketing mix” strategies
matters more than who is
targeted. This unique and
innovative retail platform
would succeed with even
non-targeted customers.
(D)
GLOBAL CONSUMER
BEHAVIOR
*Demand *Supply *Mgt.
DISCUSSION PROMPT:
Apple Store success has
traces of global
merchandising and
marketing properties from
Europe (store design with
clear clean lines and retail
simplicity) as well as from
traditional marketplaces in
Africa, Asia, and Latin
America (interactive
experiential touch-feel-try)