Transcript Chapter 1 & 2 Discussion Topic: Apple Stores & Consumers

Consumer Behavior [MKTG. 301]
Chapter 1 & 2 Discussion Topic: Apple Stores & Consumers
Chapter 1: WHICH CONCEPT TOPICS BEST EXPLAIN APPLE STORE SUCCESS?
(A)
UNDERSTANDING
CONSUMERS
[“Customer-Centric org.”]
•Apple philosophy to “tear
down physical and design
barriers between products
&customers for trial/ play
•Personalized and
individual service
assistance with systems
[home & business] -training
(B)
INDIVIDUAL &
ORGANIZATIONAL
INFLUENCES
•Manufacturing innovation
•Brand influence
•Creative advertising image
•Fantasy experience
(“themed retailing” &
“retail theater”)
(C)
OBTAINING,
CONSUMING, &
DISPOSING
(D)
EVOLUTION OF
MARKETING &
CONSUMER BEHAVIOR
•Product life-cycle –
iPod, iPhone, iTV, iCar,
iPlane, etc.
*Wholesaler of music via
Internet and iTunes
*Manufactures digital brands
*Retails digital products &
services
*Innovative retailing spurred
growth of iPod as MP3
standard
Consumer Behavior [MKTG. 301]
Chapter 1 & 2 Discussion Topic: Apple Stores & Consumers
Chapter 2: WHICH CONCEPT TOPICS BEST EXPLAIN APPLE STORE SUCCESS?
(A)
CUSTOMER-CENTRIC
ORGANIZATION
(B)
MARKET ANALYSIS &
SEGMENTATION
(C)
MARKETING MIX &
BRAND STRATEGY
(D)
GLOBAL CONSUMER
BEHAVIOR
*Demand *Supply *Mgt.
Although brand awareness
is high, the organization of
the Apple store with
customer focused services
and comfort is a major
reason (“freedom”)
•Timing of market
introduction of RETAIL
STORE [brick & mortar]
to support “click &
order” device (iPod). At
time Napster pure
download electronic retail
options became more
detached
• Target market initially
was trendy upscale
customers and markets to
pull others along
Brand strategy and the mmix to support
(Promo/Advertis)
Hong Kong – large variety of
shops in a small geographic
space, and many diverse
people for multiple purposes
passing through – creates a
spirited energy and pace
Instill a customer service
“ethic” in everything –
customer centric culture
People working not
“Geeks” but warm and
welcoming people who are
trained to HELP YOU not
FIX PROBLEMS IN
TECH
Appeal to affluent upscale
image in store location and
image – (Promotion &
Place)
Welcoming and willingness to
serve – appreciation
“honored” comfort or ease
Spain – PERSONLIZED
appeal to make sure customer
is known and catered to
Paris – not corporate and
shun the franchise and
controlled atmosphere in