Business Marketing

          Traditionally, Apple’s products hasn’t been the primary chose among business organizations and enterprises. In the beginning, Mac computer symbolized individuality, creativity, and uniqueness which was more appealing to a variety of different consumers more so than businesses. It hasn’t been until the past four years where Apple popularity and recognition for innovation has been accepted in the business world.

          Currently, Apple growth in demand and popularity have put them in a better position to compete against the dominance of Microsoft in the business market. More and more organizations are removing whatever computer brand they were using before for a MacBook or iMac. It doesn’t stop there, Many organizations have switch from their traditional blackberry to an iPhone as the company’s phone.

          For educational institutions, many schools have implemented Apple’s iMac and iPad products as their choice for technology use among students and faculty. Stephanie Reitz of Associated Press reported the growing use of iPads in public secondary school classroom this fall. Principle Patrick Larkin of Boston’s Burlington High School calls iPad “a better long-term investment than textbooks.” The use of a lightweight tablet instead of textbooks shows how popular Apple has become among consumers and businesses, not to mention the environmental benefit of “Going Green” with the saving of more trees and the use of less paper. Even at Borough of Manhattan Community College, There are at least two iMacs in every computer labs (10) with two computer labs filled with iMacs only. The presence of Apple among businesses and schools are become more dominant as Apple popularity grows, with the expectants of that presence to keep on growing as the years fly by.

Segmenting and Targeting Markets

          The market segmentation concept is crucial to market strategy.  Apple has targeted and marketed their products to consumers with a few certain characteristics. Apple doesn't  target markets in the same way many of their competitors (if any) do, because it targets people and focuses on users, more so then the target markets alone, who then decide how and where they will use Apple's products. This doesn't mean Apple are exempt or ignorant of the "laws" of marketing, but instead they use a unique form of marketing strategy called psychographic segmentation to appealing to all consumers no matter the age, race, income level, and/or demographic. 

          Although Apple try to be appealing to ALL consumers, this is never the case for any company even Apple. Instead, Apple typically appeal to those who are middle to high class who do not mind spending a little extra cash for the best quality in the product being purchase and those who are in the profession of media and design. The use of Demographic Segmentation illustrate the concentration of Apple retail stores around the United States. New York and California are the main area where Apple position their retail stores. Apple targets those two area because they appeal to the lifestyles of those living at the locations. Our generations X and Y have been heavily expose to the internet using computers for a wide variety of reasons (research, Audio, etc). Apple offers unique and innovating computer device with great quality at and reasonably affordable price. Top of the line and innovating products is what most appeal to the youth and middle age residents of New York and California. Not to mention these States can be consider the most popular and profitable, where something of high value and quality can surely be purchase with little resistances. The segmentation strategy Apple applied in their market strategy prove to been beneficial and a success for the Superior Computer Company better known as Apple.

Developing and Managing Products

          The main idea behind developing and managing new product is that firm try to create a product that is appealing and meet the needs of consumer with innovative properties.

          Apple is one of the very few firms that achieved a newly established product(s) that have shown innovation in features And design that became very popular and profitable. For example, both the iPad and iPhone are trademarks of apple successfully developed products that receive recognition from many (consumer, reporter, computer analysis) as being innovative with slick designing.

          Apple managed to merge their very famous iPod touch and a cell phone and sold it as one. This newly innovative product is called an iPhone and it made Apple very profitable with the record-breaking sales. With every new model or version of the iPhone that releases, the revenue accumulated by Apple increases compared to the previous model sales. The iPad was no different. Record-breaking revenues reported by Apple with new and innovative design and features. Both iPhone and iPad weren't the first cell phone nor tablet to be established, but with apple unique touch and innovative enhancement to the existing product s made it appealing and demanding by consumers across the united states and the rest of the world. This prove that Apple develops and manage their products exceptionally well, just look at the iPhone 4S and iPad 2.

Integrated Marketing Communication

          The whole concept behind "Integrated Marketing Communication (IMC)" is to maximize the impact a company has on consumers. Apple has done an exceptional job using components from IMC and the AIDA (Attention, Interest, Desire, Action) concept to achieve and maintain long-term customer relationship with their consumers while driving Apple brand value.

          Apple uses promotional and advertising tools to capture the attention, interest, and desire of the consumer. Apple capture our attention and interest through innovating and sleek imagery of their products on Apple's official website as well as keynotes and other publication. For example, just prior to the highly anticipated IPhone 4S being release, it received a tremendous amount of publicity that captured many potential customers attention.

          Our interest and desire is fullfilled by the "new features" on the IPhone 4S that is appealing to our needs and wants. For example, features such as the personal intelligent assistant (SIRI), the faster dual core chip, and eight megapixel camera can be very influencial and drive consumers to buy the new phone.

          Getting the consumer to take action and purchase your offering is something Apple does a great job at. According to "Forbes," the IPhone 4S sold over four million units during its opening weekend. The earning was more than the prior high anticipated IPad 2 sales an another knotch on Apple's Belt of Excellence.