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.