Apple Marketing Mix

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Apple Inc. Marketing Mix Noel Iliff MRK/416 7/25/12 Daniel Capps Jr. Apple Inc. Marketing Mix There are many steps to creating an appropriate marketing effort for products in the modern marketplace. After a company decides on its overall marketing strategy it must plan the details of its marketing mix, the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in its target market(Armstrong, G., & Kotler, P., 2011). A common way to frame a marketing mix is to analyze the four P’s: product, price, place and promotion. Each company has its own unique combination of emphases on designing its four P’s. This paper will discuss the four P’s of the marketing mix for Apple Inc.’s iPod and its companion iTunes, enumerating the methods through which the company influences the demand for its product. Apple Computer Inc. was founded by Steve Jobs, Steve Wozniak and Ron Wayne in 1976 and offered personal then business/school computers. The first generation of Apple computing devices became renowned for their user-friendliness for non-technology people as most comparable products at that time were more difficult to operate than its innovative user-interface technology that allowed anyone to be easily trained to work them, an improvement in computing that is appreciated to this day in global distribution (Allaboutstevejobs.com, 2012). The second generation of products (of interest in this assignment) that broke a similar technology barrier was the introduction of consumer digital devices when Steve Jobs returned to the company in 1997 as CEO and product line designer. His intention was to create devices that promote the concept and ability of integrating people’s various lifestyle

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