Target Markets—Matt
Consumer Behavior’s Role—Misty
The Apple iPhone is creating a trend in the marketplace that many phone companies are trying to follow. Apple incorporates quality in everything they, which is paramount to securing and building relationships with consumers, even through rough times. By Apple researching their competition, understanding markets, and shaping their unique positioning, they are in a much better position than their competitors to promote and sell the iPhone. Apple methodically researches consumer needs and behaviors, and evaluates the status of their campaigns against set objectives to make sure that ongoing improvements are being made to the company’s marketing initiatives, which determines Apple iPhone’s future planning.
Apple consumer behavior strategy was established by developing a niche market. The computer buyer changed dramatically from the 1980’s to the new millennium and the computer has changed from being a productivity device to a communication hub (Apple, 2009) . The desirability of Apple products, to the consumer, is that they offer ease of use with a simple user-friendly graphical interface and uncomplicated peripherals. Consumer loyalty to the Apple brand has created a common culture swaying consumer behavior
The iPhone is positioned as a professional and hip technological gadget. Apple has created a strong position that has the majority of cell phone consumers wanting the iPhone, by using product differentiation. According to iPhone (2009) the iPhone is situated as a, “versatile, convenient, value-added device for personal and professional use.” Apple (2009) confirmed that Apples marketing strategy focuses on the, “convenience of having one device serves multiple functions”. The iPhone is not just an ordinary cell because it combines three devices in one such as a widescreen iPod, Internet device and an innovative mobile phone to satisfy the customer needs. The iPhone is positioned for marketing based on communication, music, pictures, video, and full Internet access.
The applications that Apple has to offer are setting new standards in phone technology. The iPhone assists consumers in managing money, shopping, and searching for things to do. According to Apple (2009), consumers have reported that “iPhone gets even better with every new app.” iPhone customers can multitask by talking on the phone while emailing a picture or surfing the web over a Wi-Fi or 3G connection. Consumer needs are constantly being met, with the iPhone, which can deliver rich HTML email, retrieve maps with GPS, and use fast 3G and Wi-Fi wireless connections. iPhone customers are capable of accessing the internet at the anytime, anywhere, and are allowed to do it better than any other brand can offer.
Company’s today are making sure that their company’s website is iPhone compatible by developing web applications exclusively for iPhone browsers. News, weather, education, finance, business tools, lifestyle, travel, games, sport, business tools, weather, and so forth, are different categories by which companies can present applications. Consumers benefit in countless ways, by having unlimited information available with the touch or slide of a finger. The iPhone presents a perfect example of technology making its mark on consumer behavior.
Many of Apples iPhone competitors are developing phones that are Wi-Fi capable and use similar touch screen technology. These phones are using all the technology consumers want in one small device. The trends that Apple has started with the iPhone, such as internet and GPS are now going to be offered in a wide variety of name brands, in response to Apple’s trendsetting iPhone.
Purchasing Trends---Kristie
Conclusion—Chris
References
Apple.com (2009). Why you’ll love an iphone. Retrieved January 21, 2009 from
iPhone. (2009). Apps for iPhone. Retrieved January 21, 2009, from http://www.apple.com/iphone/apps-for-iphone
Rosen, C. (2004). Our Cell Phones, Ourselves. Retrieved July 30, 2008, from The New Atlantis: http://www.thenewatlantis.com/publications/our-cell-phones-ourselves
