Task 4: Evaluate the effectiveness of the use of techniques in marketing
products or services on one of your selected organisations. Make your
judgement weighing the pros and cons of the techniques used.
For this task I am going to evaluate the effectiveness of the marketing techniques
used by apple to sell their iPhone 6. I will then make a judgement using the pros and
cons.
The first marketing technique used by Apple is market development, this is when a
business increases the market share of an existing product. Apple did this by
releasing the iPhone 6 to a lot of different countries. An advantage of this is that they
are able to sell more products because there are more people who are able to buy
them. But this means that business must have the infrastructure to be able to deal
with customer relations overseas, otherwise customer service, returns and repairs
will be a hassle. Apple have been selling worldwide long enough not to have these
problems and therefor this technique is effective.
The next marketing technique apple use is product development, this is where a
business sells a new product to their existing customers. They do this by selling new
versions of their products each year. A pro for this is that their long term customers
to buy each iteration of their product so apple know there are customers who will
always purchase their products. The only disadvantage for this is that it puts
pressure on apple to be consistent with their products in quality and quantity that are
released in a time period (one each year). This is one of the most effective
techniques as it almost guarantees the business sales with the release of each of
their products.
Another technique is branding, branding is a design and name used to create an
image for a product. Apple have kept their branding the same since 2007 with their
logo and product names, and they are now a very well-known company. The largest
advantage to this is that their products are known by a lot of people, even those who
don’t use them. This keeps their business relevant so that people know they can
purchase their products.
Brand building is also a marketing technique that apple use, this is when a business
uses advertising campaigns, promotions or sponsorships to increase brand equity.
The advantage of this is the same as with branding, that the brand is well-known,
this allows the business to sell more products as some consumers will pick their
product because of the brand equity.
The last marketing technique that Apple use is relationship marketing. This is when a
business appeals to their long term customers. Apple have long term customers
because of how frequently the release new versions of their products. The
advantage to this is that as long as apple consistently release their products they will
always have customers who will purchase them. However it does put a lot of
pressure on them to be consistent. This is another very effective technique as it lets
apple sell new products that are not too different from their predecessors and usually
for a premium, allowing Apple to make more money with each iteration of their
products.
products or services on one of your selected organisations. Make your
judgement weighing the pros and cons of the techniques used.
For this task I am going to evaluate the effectiveness of the marketing techniques
used by apple to sell their iPhone 6. I will then make a judgement using the pros and
cons.
The first marketing technique used by Apple is market development, this is when a
business increases the market share of an existing product. Apple did this by
releasing the iPhone 6 to a lot of different countries. An advantage of this is that they
are able to sell more products because there are more people who are able to buy
them. But this means that business must have the infrastructure to be able to deal
with customer relations overseas, otherwise customer service, returns and repairs
will be a hassle. Apple have been selling worldwide long enough not to have these
problems and therefor this technique is effective.
The next marketing technique apple use is product development, this is where a
business sells a new product to their existing customers. They do this by selling new
versions of their products each year. A pro for this is that their long term customers
to buy each iteration of their product so apple know there are customers who will
always purchase their products. The only disadvantage for this is that it puts
pressure on apple to be consistent with their products in quality and quantity that are
released in a time period (one each year). This is one of the most effective
techniques as it almost guarantees the business sales with the release of each of
their products.
Another technique is branding, branding is a design and name used to create an
image for a product. Apple have kept their branding the same since 2007 with their
logo and product names, and they are now a very well-known company. The largest
advantage to this is that their products are known by a lot of people, even those who
don’t use them. This keeps their business relevant so that people know they can
purchase their products.
Brand building is also a marketing technique that apple use, this is when a business
uses advertising campaigns, promotions or sponsorships to increase brand equity.
The advantage of this is the same as with branding, that the brand is well-known,
this allows the business to sell more products as some consumers will pick their
product because of the brand equity.
The last marketing technique that Apple use is relationship marketing. This is when a
business appeals to their long term customers. Apple have long term customers
because of how frequently the release new versions of their products. The
advantage to this is that as long as apple consistently release their products they will
always have customers who will purchase them. However it does put a lot of
pressure on them to be consistent. This is another very effective technique as it lets
apple sell new products that are not too different from their predecessors and usually
for a premium, allowing Apple to make more money with each iteration of their
products.
