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  • December 2012
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3.What are the Marketing Mix, the 4Ps of the products or services of the company?

Products:
Computer seriess: iMac, eMac, Mac mini, Power Mac, Xserve RAID, Mac Pro, iBook , MacBook, MacBook Pro, MacBook air

Digital series: iPod, iPod mini, iPod nano, iPod Shuffle, Apple TV, iPod classic, iPod touch, iPad

Phone series: iPhone,iPhone 3G,iPhone 3GS, iPhone 4, iPhone 4s, iPhone5
In addition, Apple also produce accessories to match hardware products. The company has a variety of product types with many product choices.

Price:
Apple adopts market skimming strategies. The price is middle-high level. In order to gain maximum profits, it sets its prices higher than general products. It is good for early cash recovery and making a significant investment in its development. However these strategies limit customers base from middle class to high class level.

Promotion:
Apple spread information of products to customers by mass media such as TV, radio, press, cinema, posters and the internet.For example, in 1984, Apple spent 800,000 dollars in advertising for Macintosh. Journalists in America consider the advertisement as unique and innovative. The advertisement appeared frequently on TV and NEWS, which highlight Apple’s features, thus 1attracting customers. Later more and more customers begin to pursue Apple products.

Place:
It has 274 stores which give high visibility.
It has 3000 resellers which have high service level and more capillary distribution. It has 320 large distributions which drive huge volumes of traffic and its absence of differentiation avoided through corners. It has on-line stores in 36 countries which has visibility web and worldwide, and provides personal delivery.