Understand the role of promotion within the marketing mix
Products and services of Apple
The product is at the heart of marketing exchange process. For this example we will take a 3D television , that Apple sells. If the 3D television does not deliver the benefits the customer wanted , or if it does not live up to the customer’s expectations, then this can be very costly for Apple
Apple offer a range of products. They are not restricted to one product , in fact , Apple sells for example , apple’s iPod range includes the shuffle , Nano , Classic and Touch. Apple sells a variety of these ranges. The total sum of all the products and variants offerd by Apple is a.k.a the product mix or range.
New products development, product and market trails
The term ‘ new product ‘ is not as clear-cut as it may sound. There are differing degrees of newness. At one extreme there could be a new pack size or color of an existing product, while at the other extreme it could be a ground-breaking innovation that has never been seen before. Apple makes their own products, and order some materials like plastic , to crate their product, the 3D television. There is an eight-stage framework that can guide the new product development process. 1.
Ideas generation. Apple propose to make a Apple 3D television, and ideas are being put forward. 2.
Idea screening. All ideas are reviewed and the ones least likely to succeed are removed so Apple can make a successful product. 3.
Concept testing. Sketches and mock models of the 3D Television are produced. For example: Mediamarkt could come in to play. They could get these mock models, so Apple can create interest for Mediamarkt. Mediamarkt can conclude whether they order the product or not. 4.
Business analysis. For both Apple and Mediamarkt. Preparing some forecasting sales and production figures. 5.
Product development. Apple puts investment in the 3D television to produce the product. 6.
Test marketing. (the 3D Television is tested in certain geographic areas and results noted. Apple has a very strong business relationship with Mediamarkt, so they could be the only one where you can see and test these new 3D televisions. 7.
Commercialisation. Evantually, if Mediamarkt gets a positive response of the customers, they will report the stats to Apple and they will finally produce the 3D television for full launch. 8.
Monitoring and evaluation Mediamarkt and Apple review the performance of the 3D television and any adjustments made.
The sixth stage is crucial for Apple’s developing a new product, and provides a testing ground for the promotional mix chosen of Apple. Mediamarkt may decide to run product and marketing trails in a small area, using realistic market conditions. This may involve using the promotional mix in local media and monitoring the level of demand it generates. Mediamarkt may also test the product for instance the 3D television of Apple , and try to get feedback from customers. this helps Apple to identify whether any improvements need to be made to the product before the full-scale launch. Doing this will reduces the risk of wasting money on releasing the 3D television that is not right. This is also crucial for Apple, so they will not suffer any losses of the sales. Apple can also adapt the promotional mix if they find opportunities for getting a better response , which would help generate a better return on Apple’s investments.
Quality, style and associated services and benefits in promotion Quality of Apple has a number of meanings. It is not always clear which meaning of quality Apple referring to in its promotional activity. A quality service of Apple is one that meets the needs of the consumer well , like helping the consumer on different angles(providing useful information about a product , act and behave professional and kind towards the consumers etc.) Some define quality as ‘fit for purpose’ while others define it by customer’s perception. Some...
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