Marketing Mix

Topics: Apple Inc., IPhone, Steve Jobs Pages: 15 (2849 words) Published: July 20, 2014
Table of Contents
Pg. No
1.0 Company Background
1.1 Description of the product
2.0 Buyer Decision Making Process
2.1 Characteristics of Buyer’s Behaviour
3.0 Marketing Mix
3.1 4P’s and 7P’s of Marketing
3.2 Marketing mix strategy
3.3 Marketing Mix for Apple’s product
4.0 Conclusion
5.0 References

1.0 Company Background

Apple Inc., previously Apple computer, Inc., is a multinational company that conceives buyer electronics, individual computers, computer programs, and financial servers and it is a digital vendor of newspapers content. Apple’s centre merchandise lines are the IPhone intelligent telephone, iPad tablet computer and Macintosh computer line. Steve Jobs and Steve Wozniak are the founders who conceived Apple computer on 1st April 1976 with issue of the Apple 1 and integrated the business 3rd January 1977 in California (NonStopTechnology, 2009).

For more than two decades, Apple Computer was predominantly a constructor of individual computers, encompassing the Apple II, Macintosh, and Power Mac lines, but it faced rocky sales and reduced market share throughout the 1990s. Jobs, who had been ousted from the business in 1985, returned to Apple in 1996 after company NEXT was acquired by Apple. The next year he became the company's interim CEO, which subsequent became permanent. Jobs subsequentlyinstillednew business beliefs ofrecognizable goods and straightforwardconceive, beginning with the original iMac in 1998. With the introduction of the successful iPod music contestant in 2001 and iTunes Music Store in 2003, Apple established itself as a foremost in the buyer electronics and newspapers sales commerce, premier it to fall "Computer" from the company's title in 2007 (NonStopTechnology, 2009).

1.1 Description of the product

The iPhone 5 is a touchscreen-based smartphone developed by Apple Inc. is a high-end smartphone developed by Apple Inc. It is part of the iPhone line; formally revealed as part of a press happening on September 12, 2012, it was issued on September 21, 2012. The iPhone 5 boasted foremost conceive alterations in evaluation to its predecessor, the iPhone 4S. These encompassed an aluminum-based body which was narrower and lighter than preceding forms, a bigger computer display with a nearly 16:9 aspect ratio, the Apple A6 system-on-chip, LTE support, and Lightning, a new compact dock connector which restores the30-pin conceive utilised by preceding iPhone forms (Margaret, 2012).

Apple commenced taking pre-orders on September 14, 2012, and over two million were accepted in 24 hours. Initial demand for the iPhone 5 surpassed the deliver obtainable at launch on September 21, 2012, and has been delineated by Apple as "extraordinary", with pre-orders having marketed 20 times speedier than its predecessors. While welcoming to the iPhone 5 has been broadly chatting optimistic, clients and reviewers found hardware subjects, for instance an unplanned purple hue in images taken, and the phone's surface covering being prone to chipping. Reception was in addition combined over Apple's determination to change to a divergent dock connector create, as the change changed iPhone 5's compatibility with accessories that were then well-matched with earlier iterations of the line. The iPhone 5 was publically suspended on September 10, 2013 with the statement of its predecessor, iPhone 5S, and iPhone 5C, a lower-cost discrepancy of the iPhone 5 with comparable inside hardware and a fake casing. The introduction of the 5C deviated from Apple's earlier market approach, where the earlier iPhone type would continue in goods produced, but marketed at a worse charge purpose under the new type (Margaret, 2012).

The fifth current inhabitants of Apple's immensely popular iPhone mobile smartphone debuted in September 2012, supplanting the iPhone 4S as the...

References: NonStopTechnology. (2009). The History of Apple Inc. Retrieved November 13, 2013, from Non Stop Technology:
Margaret, R. (2012, October 1). iPhone 5. Retrieved November 15, 2013, from Search Consumerization:
Riley, J. (2012, September 23). Buyer behaviour - The decision-making process. Retrieved December 08, 2013, from Tutor2u:
Francis, A. (2013). Characteristics of consumer behavior. Management Articles .
Kumid, V. (2013, March 07). 7 ps of service marketing. Retrieved December 05, 2013, from Slide Share:
CIM. (2009). Marketing and the 7 Ps. The Chartered Insititute of Marketing. UK: The Chartered Insititute of Marketing.
Lamido, K. (2011, April 02). The Analysis of Apple Inc. Marketing Mix. Retrieved December 13, 2013, from
Phone-Arena. (2013, October 12). Apple iPhone 5 User Reviews. Retrieved
November 24, 2013, from Phone Arena:
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