Apple Marketing Assignment

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The purchase for week five assignment was an Apple iPhone. Apple is known to be a multinational corporation that develops, designs and sells electronics such as computer software and personal computers. It is the world’s second largest information technology company and the world’s third largest mobile phone maker (Statisticbrain.com, 2014). Apples best-known hardware products are the Mac laptops, iPod media players, iPhone smartphone and the iPad tablet computers.
Market segmentation is the process of identifying a group of people similar in one way or more ways based on a variety of characteristics and behaviours. The goal is to identify these groups of people with similar behaviours so that product packaging adjustments or communication strategies can be adapted to meet their specific needs, thereby increasing the possibilities of sale to this target group (Blackwell, D’Souza, Taghian, Miniard & Engel, 2006). There is no single way to segment a market however the main variables that might be used to structure the market is geographic segmentation, demographic segmentation, psychographic segmentation and behavioural segmentation. Geographic segmentation is dividing a market into different geographical units such as nations, regions, states, municipalities, cities or neighbourhoods (Kotler, Burton, Deans, Brown & Armstrong, 2013). Demographic segmentation is dividing the market into groups based age, gender, income, education, nationality, family life cycle and occupation. Psychographic segmentation is dividing a market into different groups based on social class, lifestyle or personality characteristics and behavioural segmentation is a form of segmentation based on consumer reactions to a product after it is available in the ma...

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... competition between Samsung products and Apple products which continuously grow. The Apple iPhone is advertised throughout the world via pictures, YouTube clips and its own website which constantly promotes the latest technology. Currently in Australia there are 21 Apple stores which provide online customer service and free telephone calls 24 hours, 7 days a week plus online chatting methods to improve personal interaction (Store.apple.com, 2014). Delivery is always promised within two weeks for online purchases and for over-the-counter purchases there are customer friendly assistants to help immediately; products are bought by cash or credit.
Overall it is evident why Apple Inc. is a highly ranked multinational corporation as it never fails to satisfy their customers. Every aspect of Apple is taken care of therefore all customers are pleased with the products.

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