Chapter 12: Services & Nonprofit Organization Marketing

In today's world of consumer purchasing, it has become more and more difficult for companies to develop a long term relationship with the customer due to how accessible products are to purchase. Sources such as eBay and Amazon have given the customer the option to shop right from the comfort of there own home. And although this may seem convenient, the disconnection between customer and retail store could potentially disrupt loyalty to that particular company. Apple has taken some initiatives to better insure their customers loyalty even if they purchase products from a different outlet. A great example would be Apple's recent update on cloud storage services. Since all Apple products are all capacity specific, allowing users to securely expand their storage space for a small monthly fee is an incredible way to continue a relationship with the customer. Another example could be Apple's latest venture into music streaming. Now users can stream and download any song on the iTunes catalog for just $10 per month. These services give Apple the opportunity to easily maintain the connection with the customer, build loyalty, and makes it unlikely for them to shop elsewhere.

Chapter 11: Developing & Managing Products

Apple has created many generations of products in search for the ultimate improvement & change. The consumer anticipates the best from Apple because of its high end technology. So that itself adds a lot more pressure on whats expected from every new release. For example, When they made the 12in iPad Pro, Apple tried to incorporate the fast processor of a computer; powerful enough to work with programs. Thinking that it would over sell; it unfortunately did not sell as much as expected & was called a ridiculous tablet. Yes, a 12 inch iPad is pretty out of the ordinary; who would use such a product? but keep in mind that apple tries to target everyone that uses technology daily. It maybe convenient for some & inconvenience for others. 

On the Bright side Apple has just released a new & improved 9in iPad pro, which is the same size as the regular iPad Air 2. They've decided to improve its camera to 12 megapixels, with the tech specs exactly the same as the monstrosity of an 12in iPad pro. Imagine who wouldn't want their hands on this! 

Chapter 8: Segmenting & Targeting Markets

Who someone enters an Apple store, 9 out of 10 times there are really just looking around and deciding whether something catches their eye and could potentially solve a reoccurring issue they might be having. Solutions are the main focus in any interaction. which is why Apple does an amazing job positioning every possible solution. Positioning allows the customer to decide for themselves without pressure from the specialist. Even in different scenarios such as at the genius bar when a decision is usually made unexpectedly, the genius positions all the outcomes that the visitor may want to take advantage of and over all creating a great customer experience.