Apple’s marketing relationship building with the target customers

2754 Words Sep 15th, 2013 12 Pages
1. Introduction
With the intensified competition and the rapid development of information technology, firms are facing unprecedented both opportunities and challenges in marketing. Marketing is a social platform to provide chances for individuals and groups to obtain what they need and want through exchanging various products with others (Kotler, 1974).In the contemporary society, people can not live without marketing with others which is much more important to firms. This report tends to evaluate how Apple-one of the most innovative and creative companies builds marketing relationships with its target customers through brand building. What is more, this report attaches much importance to customer profile which reveals some basic
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But only 57% of non-Apple users spend more time on computers than watching TV. While when comes to enjoying the fun on the internet, the difference between Apple users to non-Apple users is only slight. It has been found that there are almost 60% of Apple users keep discovering more ways to use the internet for fun and about 58% of the non-Apple users try to do that (The Apple iPhone: successes and challenges for the mobile industry, 2008). Since Apple-users are usually with higher level of education and most of them are employed, it is not strange that they take good advantage of internet and they also know better to use their devices for a better life. But Apple users still do not have better ideas to enjoy the fun of internet with their innovative devices. It could be a challenge for Apple to come up with new ways of enjoying the fun of internet with Apple devices.

Figure 2-6: Comparison of Apple-users to non-Apple users on time-spending with computer and TV (Sources: The data comes from Apple profile report 2008 )

 Apple-users are loyal to Apple’s products.
What is more, it has been found that about Apple-users are loyal to products of Apple. From a survey on whether customers who use iPhone now have any other Apple devices, it has found that 49% of iPhone-users have used iPod previously. 20% of iPhone-users have used Mac and iPod and only 5%
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