Rhetorical Criticism

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Josh Houston COM405 Rhetorical Criticism #2 7/26/2015 When it comes to retail web sites, Apple Inc. is one of the major players in the interactivity of it’s online communication. Retail websites such as Amazon.com, Wal-Mart.com, Best-Buy.com, E-Bay, and a host of others, have an interactive structure to their websites, that makes their customer’s online shopping experience an easy, fast, and convenient way of purchasing various products, an enjoyable one. Among that list is Apple Inc. According to the e-commerce trade publication, Internet Retailer, Apple has surpassed Staples to become the #2 online retailer, with Amazon.com remaining at the number one spot. Although Amazon.com is a juggernaut when it comes to online retailing, primarily…show more content…
In 1977, Mike Markkula, who was an investor/advisor to Apple Inc. (then Apple Computer Inc.), developed a 3-point marketing strategy that would create loyal customers who would trust in their product (Moorman, 2012). Here was the 3-point marketing strategy: 1. Empathy- We will truly understand their [customer] 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. This marketing strategy is reflected not only in all of Apple’s products, but in their retail stores, and now in the online retail stores. The way in which Apple does their online communication is through making their website very interactive. Apple gives its customers two avenues through purchasing their brand. There is the main website, Apple.com and the ITunes store. Apple.com is the mother website where you can purchase all of their products: iPod, iPad, iPhone, MacBook, Apple computer accessories, etc.; the ITunes store is where you can download and purchase apps, music, podcasts, movies, and t.v. shows onto your Apple

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