Apple is one company that really gets how marketing works. I have learned that marketing does not just compose of selling and advertising. In fact, marketing is the process of creating, distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying relationships with customers and develop and maintain favorable relationships with stakeholders in a dynamic environment. Apple hits right on track within all of these processes. Apple was voted the overall winner of the 2012 CMO Survey Award for Marketing Excellence and has recieved this award for five years in a row! So why is Apple always on top in the marketing world? Well, it all started thirty five years ago when Apple's investor, Mike Markkula, put together a 3-point marketing philosophy that is still in effect today and is the core for their marketing success. The three points consist of:
1. Empathy-We will truly understand the customer's needs better than any other company
2. Focus-In order to do a good job of the things we decide to do, we must eliminate all of the unimportant opportunities.
3. Impute-People DO judge a book by its cover. We may have the best product, the highest quality, the most useful software, etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute the desired qualities.
These three principles contribute to Apples's accomplishments in creating and profiting from their beautiful products, building an extremely loyal customer base, and becoming one of the world's most valuable companies. Apple specializes in innovation and simplicity and use both to their advantage to market their products. Below is a video that demonstrastes their successful marketing style. In my opinion, I think Apple would be a great company to study when coming up with effective marketing techniques!
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