Marketing Communication Tools for Apple

Marketing Communication Tools for orchard apple treeIn the past two decates it become a common practice for companies to overtake millions and billions of money in advertisement ( charm Table 1, due to lack of whatsoever(prenominal) further evidence the numbers should be taken under suspicion). or so of us look that they spent each(prenominal)(a) this money just to view as us buy much and to a greater extent but is non simply that. Their ultimate goal is to make as aw are of their presence, they want to understand more and more market share and they also custom dissimilar methods and ways to attract unused customers that they consent non yet accept them as an option.In order to do that they have to use some tools and message. These tools are kn sustain as Marketing Communication Tools and they consist from volt principles -also known as trade converse mix- advertising, gross revenue promotion, public relations, private selling and rate marketing (Armstrong, Ko tler, Harker, Brennan, 2009, p398). Not all of the tools are been use from the companies, some of them are used slight some of them more. This is dep barricadeable on the dodging the company wants to follow, at this assignment I will filter out to critically assess and evaluate two key marketing communication tools that orchard apple tree Inc. uses.Apple Inc. founded in 1976 and is one the largest corporation crosswise the serviceman that designs computers, electronics and computer software. It became known by been one of the first companies to mass begin and sell private Computers, in 1976 Apple 1 and in 1977 Apple II. Since then they become one of the leading companies both in creation and sales this is the reason why I choose this particular instigator in my assignment.One of the closely common marketing tools used by Apple Inc. is direct marketing and as Chris Fill (2005, 4th) defines the companies level in his book Apple Inc. is a type four hybrid company. This means t hat they see direct marketing as mail vehicle and use direct marketing to exploit market space opportunities (Chris Fill 2005, 4th, p.738). The main(prenominal) tool they use for their strategy is the internet and web-mail since the evolution of technology helps direct marketing to prosper and grow. Apple Inc. exploited that by using Brobdingnagian storage databases to maintenance track of their customers data and preferences. Their main goal is to fig a strong and long-term kind with their customers by forming a residential area and to define the word I used I mean commit customers that follow Apple Inc. products blindly.This growing community is the power of company it consisted by dedicated customers that are tied to the company mainly for sen prison termntal reasons slow up rising as a cult. Even if the products sometimes do not meet their expectations or the products are left to die from the company they withal follow them as a cult current slowly rising. As an exampl e we can relate to that cult is the Abandoned Apple newton Brand Community as explained at Albert M. Muniz Jr and Hope Jensen Schau look pietism in the Abandoned Apple Newton Brand Community promulgated in the Journal of Consumer Research mentioning how customers off different brands turn their preferred brands into a religion and liberal the products supernatural and magical motifs because they believe they are consisted from some kind of magic and will survive through time and at some point they even off might rise once more like the phoenix from the ashes.From a consumer point of view their strategy is not as effective as it could be mainly because direct marketing should be more about feedback and customer profile based. From that prospective they should concenter more on how they can use effectively their recourses to be more customer-friendly and diverse, they need to give you the opportunity to feedback and give your own advices, after all this are a way of saying to t he customer that you care about his opinion and the customer feel that they contribute to their favorite brand.In 2001 Apple Inc. decided to add one more communication tool lacking so far from their arsenal, as a result from that they launched their very own retail stores aiming to get steeper market share and to bring comfort to millions of dedicated customers around the globe. At this moment Apple Inc. counts 324 stores around the world, their ism is simple, they want customers to be able to found everything around their technology in one store.The goal is simple, the company tries to be more diverse more interactive and more two-way communication with their customers, this is what private selling is all about this is what they aimed at. They want existing customers to interact with new customers and sales military unit to interact with both of them. This is the way they make their bond with the dedicated customers even stronger, due to human interaction and tow-way communic ation the customers do not unaccompanied attach to the brand but they evolve a special relationship with the forcefulness that serves them in a way that the selling personnel knead the buying decision of the customer and the customer has someone that knows what his needs and wants are.Personal selling is a great way to learn about what your customers think for your brand, because is a two-way communication and the feedback is faster than from the one you have with research or direct marketing. Is more specific, more consumer-oriented and more flexible than separate communication tools but not without a cost. The main weakness is the high cost, the cost for each contact is very high and thus less time consuming methods should be introduced and used for each customer from the sales manager, as an example Germanos ( http//www.e-germanos.gr/ the pioneers in phone selling in Greece) has evolved a very effective and less time consuming model of personal selling, it is called the 5 minu tes rule in which each sales personnel has 5 minutes to identify the customer, identify their needs, propose, take him to the counter and closure. to boot there is always the possibility of misunderstanding due to the human part involved in the whole process although human factor is an all important(predicate) part of this process is also the one part that sometimes causes most of the problems the reasons may vary from cultural and religion beliefs to differences in the social status.As a conclusion after doing research for the strategy that Apple Inc. uses we came across equivocal results, despite Apple Inc. market share status (one of the pioneers at their market) and their total revenue their main goal is their loyal customers, perhaps giving more attention on building stronger and life-lasting relationships with their existing customers than introducing the company to new customers. We cannot get a clear conclusion if their strategy is either gloomy or good, the only thing we can assume is that what they do, they do it to keep the brand image at a level to justify that their brand is for the few and not for the many.Bottom line despite their strategy or their agenda we need to respect Apple Inc. but always have in mind that we need to be critical and analyze everything to see the hidden truth and what is going on behind the scenes. At the end I want to include a part of an interview tending(p) in the September of 2010 from the founder of Accer Inc. , Stan Shih, Apple has to be respected. He state that the company and CEO has always been using a different strategy in the computer industry. According to Shih, Apple is looking for revolution, while former(a) PC brands are evolving naturally.