Ch. 7 - Business Marketing

When I first enrolled, at the Borough of Manhattan Community College, its' main building was mostly equipped with computers that ran mainly with Microsoft Windows software. Two years later and this trend is clearly changing. The college is purchasing more and more computers from Apple Inc. , such as the new iMac desktop which runs solely with OS X. In the past, Apple was traditionally marketing its products towards consumers instead of businesses. On the contrary, Microsoft's main target market is businesses. In the real life example given above, we can now see that Apple is focusing on business marketing as well. Thanks to a constant increase in its popularity, Apple sees business marketing as an opportunity to expand its B2C market to a market that includes B2B sales and profits. Apple's new market vision is anything but simple. Competition with a giant colossus like Microsoft, can prove to cause much  distress in the near future. Nevertheless, business marketing is an appealing field for Apple, which despite its challenges, cannot be ignored.

Ch. 8 - Segmenting and Targeting Markets

In order for Apple to meet the needs of its target markets, it has to first successfully divide the specific market into meaningful, relatively similar and identifiable segments or groups. One of the strategies that Apple is using to segment its markets is referred as geographic segmentation. Apple, in the USA, locates its retail stores based on the population and the density of each state. For example, in  California, the most populous state of the US, Apple currently hosts 52 retail stores, whereas in less populous states such as Maine, Apple hosts as little as one store. Two addition strategies that Apple uses to further segment its market are known as demographic and psychographic segmentation. Demographic segmentation is of great importance for a company because it targets groups of people based on their age, gender, income, ethnic background and family life cycle. Every segment of this subgroup has different interests and needs which poses great challenges for Apple's marketing managers to effectively weave marketing mixes appropriate to meet the needs of this segment.  But, it is the psychographic segmentation that is based on the personality, motives and lifestyles of a group that paves the road of success for Apple. Apple, is known for its efforts in creating stylish, elegant and upscale products, such as the colorful iPhone 5C which besides having a large variety of features satisfying every personality regardless of its motives or needs. It also allows you to choose a plastic body of the color that fits into your unique lifestyle. Apple in this segmentation is trying to appeal to low or high income groups, teens, adults and baby boomers and ultimately improve every lifestyle, no matter its diversity.

37 years of Apple

Almost four decades ago the two Steves started what is known today as Apple Inc.  Thirty seven years later what was once an idea is now rated by Interbrand as the world's "top brand," overthrowing Coca Cola from the top of the list. Today Apple is considered by many consumers as the most valuable brand in the world,  enjoying higher rates of consumer satisfaction and loyalty than any other company in the world.  Celebrating its 37 year anniversary, I gathered a chronological timeline of the most important historic points of Apple's journey to share with you.

1976: Wozniak and Jobs create the Apple I.

1977: Apple unveils the Apple II.

1978: Apple introduces interface cards for connecting its computers to most printers.

1979: May Software Arts unveils VisiCalc, an electronic spreadsheet.

1980: Apple FORTRAN is introduced.

1981: Steve Jobs joins Raskin’s Macintosh project.

1982: Apple rolls out the Apple Dot Matrix printer.

1983: Apple introduces the Lisa; releases the ImageWriter printer.

1984: The landmark “1984” commercial introduces the Macintosh during Super Bowl XVIII; Microsoft releases Word 1.0 for Mac; Apple ships the Macintosh 512K.

1985: Apple releases the Apple LaserWriter; Apple introduces the ImageWriter II, the HD-20 hard disk, and the Apple Personal Modem; Apple officially discontinues the Lisa, now named the Macintosh XL.

1986: Apple releases the Macintosh Plus. The first Mac to include a SCSI port.

1987: Macintosh II—which is both the first color Mac and the first NuBus Mac—debuts.

1988: Microsoft launches Windows 2.03, featuring Mac-like icons and overlapping windows.

1989: The Beatles’ Apple Corps recording company sues Apple Computer for marketing products with music-synthesizing capabilities.

1991: Apple announces QuickTime, a new system-software architecture for the integration of dynamic media..

1993: A federal judge dismisses Apple’s Windows 2.03 suit against Microsoft. The decision is upheld on appeal.

1994: PowerPC processors make their Mac debut, with the release of the Power Mac 6100.

1995: The Supreme Court declines to review Apple’s copyright-infringement case against Microsoft, ending the seven-year legal dispute.

1996: Internet Explorer 2.0—the first Mac version of Microsoft’s Web browser—ships; Apple gets into the multiprocessor game with the dual-180MHz Power Mac 9500. Apple won’t release another dual-processor machine for four years.

1997: To mark its 20th anniversary as a company, Apple releases the 20th Anniversary Macintosh (price: $10,000).

1998: Apple unveils a revised OS strategy, changing the name of its next-generation OS to OS X.

1999: The G4 chip becomes the processor for Power Macs.

2001: Apple enters the portable-music business, unveiling the first iPod music player.

2002: OS X becomes the default operating system for all new Macs.

2003: iLife—a suite that includes iPhoto, iDVD, iMovie, and iTunes—debuts, along with Safari, an Apple-built Web browser.

2004: Apple expands its iPod offers to include the slender—and colorful—iPod mini.

2006: The first Intel-based Macs—a flat-panel iMac and the portable MacBook Pro—arrive.

Ch. 11 - Developing and Managing Products

For millions of Americans consumers, Apple undoubtedly holds the title of the most innovative company of the 21st century. For that reason, Fast Company, has rated and ranked Apple as one of the most innovative companies based on "the ability to buck tradition in the interest of reaching more people, building a better business, and spurring mass-market appeal for unusual or highly technical products or services." Innovation always has been Apple's top priority. As such, the word innovation is often times associated with Apple. In order for Apple to sustain growth and increase revenues and profits it has to constantly introduce new innovative products in the market. One of the greatest innovations of Apple was the release of the iPhone in 2007. It is a Smartphone designed to run Apple's mobile operating system. Apple, 6 years later, still continues to fascinate its consumers with their most recent innovative releases of seventh-generation iPhones, the iPhone 5C and the iPhone 5S on September 10, 2013. The new products feature new designs such as the plastic case of the Iphone 5C, the fingerprint reader, an improved camera sensor and a dual-tone flash. These are surprising, cutting-edge and truly useful enhancements that didn't exist before. With the immediate positive feedback and reviews like “With the 5c, Apple achieves an unprecedented level of synergy between hardware and software.” and “With the iPhone 5C Apple may well have created what will prove to be the most popular smartphone in the world” Apple was able to sell a record-breaking nine million new iPhone 5s and iPhone 5c models, just three days after their launch. As Apple's products continue to be perceived as unprecedentedly innovative, Apple will continue to hold the lead among the most admired companies worldwide.

Black Friday Deals on Apple Products

Black Friday is around the corner. Many of us, including myself are waiting impatiently for the advertising of the new upcoming deals. Like previous years Target, Walmart, and Best Buy will all be offering discounts on popular Apple products like iPhones, iPads and MacBook Pros. I have gathered all the new current deals through their sites and decided to share them with you. Apple as well as other retailers are expected to announce their deals within the next two weeks.

Best Buy:

- $50-$70 off iPad Air
- $100 off 16 GB iPad 2
- $48 off iPhone 5c
- $200 off 21.5-inch iMac
- $200 off 15-inch Retina MacBook Pro
- $50 off 32 GB iPod touch
- $15 off Apple TV
- $20 off AirPort Extreme
- $15 off $100 in iTunes Gift Cards

Target:

- $75 gift card with the purchase of any iPad mini
- $100 gift card with the purchase of any iPad Air
- $50 Gift Card with the purchase of a 16 GB 5th gen iPod touch
- $10 off Apple TV
- $60 in iTunes Gift Cards for $50

Walmart:

- $75 gift card with the purchase of any iPad mini
- $100 gift card with the purchase of any iPad Air
- $50 Gift Card with the purchase of a 16 GB 5th gen iPod touch
- $10 off Apple TV
- $60 in iTunes Gift Cards for $50

Sam's Club

- iPhone 5c for $0.96

Ch. 18 -Social Media and Marketing

With an increase of social media use across the globe, industry giants such as Apple Inc, could not ignore its tremendous influence. Industries that neglect the power of social media, soon will be left behind. On the other hand, for companies like Apple, social media is seen as a great opportunity to boost their sales and improve the overall image of their company. Social media facilitates conversation over the internet, and makes it easy for consumers to share experiences about their product or company. Positive or negative feedback can instantly effect the reputation of a firm. With that in mind, Apple Inc. is continuously increasing their digital advertising investments. Last year, Apple spent US$933 million (Dh3.42 billion) on global marketing efforts, up from 35 per cent in 2010 and nearly double the $501 million it spent in 2009. Apple is also taking the benefits of social networking seriously. Currently, it has tens of thousands or even millions of followers in sites like LinkedIn, Facebook and Twitter. With the participation in these sites, Apple is trying to educate potential customers about their current products, products people may not have otherwise known the company carried, or  for their new upcoming releases. Even though Apple, is a well established brand and is known throughout the world, it continues to reinforce their brand by using social media along with traditional means of advertising. Social media is a fantastic way for Apple to gain brand awareness and extend its market reach far beyond the realm of traditional advertising, that is all around the world.

Ch. 10 - Product Concepts

Apple's products, like every other company's products, are the starting point in creating a marketing mix of an organization. This is why products are the most important aspect of a firm, regardless of its size. Whether or not a product is going to turn into a successful consumer's product depends on many factors such as price, design and promotional strategy of the marketing mix. Apple's products are divided into two categories, shopping products and specialty products. Apple's new IPhone 5C, 5S and Ipad Air are shopping products which means they are of moderate price and require research, compare and contrast, and evaluation of product information by the customer before the actual purchase is made. On the other hand, what happens when there are consumers that consider Apple's products so unique that they would go as far as staying out in the cold for hours or even sleeping on the street overnight, to be the first people to try Apple's new releases? These are the products that are categorized as specialty products. Specialty products, have gained the absolute trust of a consumer. Examples include, Apple's Mac Pros and Airs. No comparison needs to be made in this category since the consumer has already made up their mind. Therefore, the high price or the research required before buying a product is of little or no importance.  Although, we recognize that Apple's products are more expensive that its competitors, Apple's efforts in creating stylish, elegant and upscale products have helped the company to create an unprecedented competitive advantage, which instantly places, for many consumers, a wide number of its products into the specialty product category.