Marketing Essay Example | Topics and Well Written Essays - 500 words - 62

Marketing - Essay Example I don’t have to invest in extra effort to find out about it. I rely on the websites, forum discussions, peer reviews, sometimes word of mouth and tv. Everyone knows well in advance about an upcoming Apple product. Ans: Yes the brand meets more than 80 percent of my needs. It is the most that I can ask for in a smart phone. The sound quality is good, the connectivity is good, the apps are good, there is always room to explore more and the touch is just perfect. However, I would have preffered a better quality camera. Going by the interview, the interviewee is extremely brand loyal to Apple more than the iPhone. He does not feel like shifting to any brand. He has been completely taken over by Apple. The brand equity of Apple in the smart phone market is very strong. It pioneered the concept of touch phones and is still ruling the roost in terms of market share. Market segmentation is the process in which the market is divided and sub divided into addressable and targeted segments. They are based on various demographic and psychographic factors.Where apple is concerned, it is important to look into its product strategy to figure out its market segmentations. They don’t just build a product with every possible feature in the world. They target specific user experiences and then the product is build. So Apple has segmented itself according to the user experiences and their demands vis a vis of its customers. It developed its brand equity over time by building on the product. consider the evolution of ipod shuffle to ipod nano. Then they went to tweak the iPod Touch into an iPhone. Each of these product evolutions were successful and spoke volumes about what the company thought of its customers. Christos Fotopoulos, Athanasios Krystallis, (2003) "Quality labels as a marketing advantage: The case of the â€Å"PDO Zagora† apples in the Greek market", European Journal of Marketing, Vol. 37 Iss: 10, pp.1350 -