Preview

Apple Marketing and American Materialism

Better Essays
Open Document
Open Document
1512 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Apple Marketing and American Materialism
Allison Hoehn
English 106
Professor Cudden
4/27/10
Apple Marketing and American Materialism
Materialism isn’t necessarily a bad thing for society. According to an article in the Journal of Consumer Research, “Previous research finds that high levels of material values are negatively associated with subjective well‐being. However, relatively little is known about the relationship between materialism and well‐being within the broader context of an individual’s value system” (Burroughs 348). As Americans of the 21st century, we believe that consuming material goods and services will make us happy. This is perceived negatively by society, but since this increase in consumerism is fairly recent, it is hard to make conclusions on why this is happening. Many companies, along with technology, have contributed to the rise of materialism in the US and Apple is one them. By analyzing Apple’s marketing strategy, recent ad campaign, and success and failure of their promotions, people are buying more consumer goods now because they want to be entertained and want to make their life simpler.
Apple Knows How To Appeal To Their Customers
Apple has been very successful recently because of their creative way of thinking and how they do business. They have gained many customers by using “a winning combination of exceptional products, great style and design, great strategy, innovative marketing, and sleek and enticing communications” (Vertygo Team). By really taking the time and effort to think of great products and ideas and coming up with simple, clever advertising, Apple is able to appeal to a broad range of customers who want to buy their products. By doing this, they increase their sales and enhance their brand value. I agree that Apple has a unique marketing strategy, a point that needs emphasizing since so many people believe that Dell and Blackberry are similar to them. It states in the company’s mission statement that “Apple leads the digital music revolution with its

You May Also Find These Documents Helpful

  • Powerful Essays

    Apple is one of the most successful companies that is globally known, which has proving them to be the leaders in consumer technology. The company is over 30 years and is still very successful and has no signs of slowing down their success. Apple continues to surprise the world with new products year after year using top of the line technology. Apple has produced several products like the Apple I, Apple II, a Quick Take camera, the iMac, and the iPod those are just five of the amazing products the Apple has produced. Though very successful since 1976, they have had some issues with competitors but has overcome and passed them with annual revenues in the billion’s.…

    • 1398 Words
    • 6 Pages
    Powerful Essays
  • Better Essays

    The company has two major hurdles that it continually must battle to be successful. The first is the rapid advancement of technology in a monopolistic competition. The second is the expectations of its customer base. There is a significant amount of competitors within this market that are constantly dueling to be cutting edge or have the latest technology. The other is the customer base and their requirements to have a product that satisfies their needs and wants for his or her everyday lives. The uniqueness that Apple has is that they are a luxury product maker and thus must provide a product that tips the scale and compels one to want to purchase such a product. Thus far, Apple clearly understands this dynamic and is doing very well and looks to be pulling…

    • 1713 Words
    • 7 Pages
    Better Essays
  • Satisfactory Essays

    Branding within Apple is probably the most important thing that keeps the company going. They have managed to create a brand which is seen as desirable and a must have. The products are all self-promoting with the Apple logo on the back of all products which is now a very recognisable logo. Apple brand internally through their good customer service skills, part of the brand is known for their year warranty which encourages many people to buy with them. They also brand externally through customers when their expectations are met after buying the product or experiencing it in store.…

    • 582 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Apple has had its share of ups and downs. It is quite an institution of innovation in most people's minds, however, despite having failures here and there. I admire its ability to not be overshadowed or beaten off the market by Microsoft despite the fact it is not on Microsoft's mass production level. One reason, I am sure, is the fact people are arguably awaiting what interesting product Apple will come out with next.…

    • 704 Words
    • 3 Pages
    Good Essays
  • Better Essays

    Environmental Scan Paper

    • 1134 Words
    • 4 Pages

    Apple is a very successful company and has many strengths. It is a geographically diverse business with a strong research and development team. Apple has an innovative culture and strong workforce. Apple has bargaining power with retailers and outstanding customer loyalty. Apple has a strong brand and reputation. Apple also makes a lot of money and don’t have any debt.…

    • 1134 Words
    • 4 Pages
    Better Essays
  • Good Essays

    In our society an apple, has dual meanings; a luscious fruit and a powerful brand of technologies. The fruit is consumed for nourishment while the brand is consumed for an array of endless individual technological objectives. However, in our American consumer culture, we are constantly influenced by the need to hyper-consume. The hyper-consumption mentality can be justly explained by Karl Marx’s application of Commodity Fetishism,which is; “participants in commodity production and exchange experience and come to understand their social relations as relations between the products of their labor— relations between things, rather than relations between people.”(Hudson & Hudson 2003). Apple through its innovative products has built an unprecedented…

    • 380 Words
    • 2 Pages
    Good Essays
  • Satisfactory Essays

    Consumerism and the idea of the ‘American way of life’ had a big affect on people understanding of American values, including the meaning of freedom, in the 1920s. By how there was an increase in new inventions and new markets, which opened many opportunities for people. Consumerism has a great affect on us today. An example would be advertisement when someone sees something being advertised especially by a public figure or a celebrity he or she needs to own it even if they can’t afford it. Most people in today’s society are in debt because they just buy materialized things just to fit in or to get keep up with the latest trends.…

    • 181 Words
    • 1 Page
    Satisfactory Essays
  • Good Essays

    Case Study Apple Of Your I

    • 1106 Words
    • 3 Pages

    Apple has shown its capability to create innovative product that meet and exceed its customer’s satisfaction and has also been able to keep that stream of innovations going until today. It has enable these innovations to play off of each other. It demonstrated his ability to break from away from the computer market and created successfully new markets with its iPod, iPhone, and iPad. Apple has developed an ability to sell and market its new products successfully by teaching its customers and the market that the price for an Apple product represents an outstanding value for the quality, design, and functionality. The great…

    • 1106 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Apple came back from near extinction to become one of the most revered technology companies in recent memory. They achieved this status by developing innovative design products and pushing the limits of their marketing prowess. Apple is known for their ability to listen to consumers and revolutionize market segments by providing modern design laden and feature rich alternatives to the target markets. They employ strategies that might contradict normal convention by keeping their prices high to build a brand image of prestige and promote their products through word of mouth. The impact on marketing is hugely noticeable by other companies following suit with store models resembling Apple stores.…

    • 798 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    I believe Apple’s strategy is still evolving in an effort to keep up with evolving technology. Initially, Apple sole focus was on the computer industry as they were introducing innovative products. Apple continues to introduce innovative products in the computer industry, but recently has focused a great deal of strategic attention and resources on entering into the digital electronics and computer markets. This, along with the successful entry into the personal media player industry, marks a clear evolution in Apple’s strategy. Also, Apple’s entry into the tablet computer industry with its iPad and the mobile phone industry with its iPhone are evidence of a further evolving strategy.…

    • 2521 Words
    • 11 Pages
    Powerful Essays
  • Better Essays

    Apple has been known to be an inherently personal computer company. However, it is also well known that there is no better example of innovative strategic thinking and execution. Apple’s strategy has remained to creating and sustaining value for customers across the world. Jobs returned to Apple in 1997 and the company never looked back since. However, it is also said that Apple lost the pc business because of ignoring the trends in pc industry. Apple’s business strategy is primarily based on innovation for creating differentiated products. It has built products that are cool to use as well as simple and intuitive. Its…

    • 3440 Words
    • 14 Pages
    Better Essays
  • Satisfactory Essays

    P3

    • 564 Words
    • 2 Pages

    Apple’s main aim and objective now is to stay globally known for being the biggest and the best. Being an already established business and having excessive amount of money means Apple can afford to be exclusive and focus on keeping their reputation squeaky clean. Because Apple is an oligopoly, it’s constantly inventing new ideas to stay on top of its competition. Product placement is a huge part of subliminally brainwashing the customers into thinking Apple are the best.…

    • 564 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    American Materialism

    • 448 Words
    • 2 Pages

    Today, America has materialism which is the belief that material possessions improve individual's personal and social well-being permeates America. Even though we have this doesn’t always mean it is good. Many studies has shown that comparing to non-materialism, materialism have lower social and personal well-being unlike place that don’t have materialism. Studies also says that place with materialism can have increased debt, more depression, social anxiety, and many on good things. Even though we have this, it doesn’t mean that other place don’t. Some place have it way worst then what we do and it helps us improve better, but also understanding from it.…

    • 448 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Why do people buy things they do not need? Whether it is the newest piece of technology, or even a pill that promises weight loss in a short period of time, even though they never saw an overwhelming need for them in the past, these newfound distractions seem to creep their way into their thoughts, making them think they have to own it. Either way these wastes of money are not new distractions, in fact they were bred first in the 18th century, “While spurred by the new colonial commodity trade, Stearns argues that a new commercial marketing apparatus that stretched consumer wants and needs truly underwrote modern consumerism,” (Stearns, 74). Stearns goes on to say that windowed displays and advertisements converted trivial…

    • 947 Words
    • 4 Pages
    Good Essays
  • Better Essays

    Consumerism is a integral part of people’s lives in the United States. It evolved into something similar to what is advertised today once the Industrial Revolution was in full gear, making mass production and factory life a norm. Advertisers began to focus on convincing the public that they need certain products to be happy. The advertisers started to play off of people’s needs, such as the need for affiliation, the need to escape, etc., to convince consumers that their products will bring them satisfaction. As a result, people became materialistic and resources started to deplete due to the mass production and high demand of products. This boost in consumerism, though productive for the…

    • 1603 Words
    • 7 Pages
    Better Essays