The core marketing concepts and various elements of marketing process Essay

The core merchandising concepts and various elements of market process adopted by apple - canvas Example apple is one of the most successful companies of the current world in the electronic manufacture (OGrady 2009, p.5). In fact, the company has witnessed trem closureous growth since 1984 becoming a household name. All these atomic number 18 attributed to the marketing concepts and processes it adopted in order to reach its targeted customers. Gill Amello, the former CEO of the company pointed out that orchard apple trees marketing concepts are based on the scarcity and social proof powers (OGrady 2009, p.5). In this regard, in order for the company to reach its intended customers, it adopted the Golden Circle marketing strategy, which entailed the why, how, and what. The why implies that everything that Apple do is aimed at changing the status quo and thinking differently from the easement of the competitors. The how pertains to the products manufactured by the company. In th is regard, Apple has been at the forefront in making quality and beautifully designed products, which are user friendly to the customers. This has seen the company outcompete many of its rivals in the attention. The what has to do with the computers, in which the company has ensured that all its computers are of broad(prenominal) quality and affordable to its customers according to OGrady (2009, p.6). Apple has also used technology as its main marketing tool targeted at reaching the early adopters who then markets the products to the rest of the people (OGrady 2009, p.7). This concept is termed the Law of dispersal of Innovation. To achieve this, Apple has a team of experts that analyzes the needs, wants of customers, and adopts innovative technology in accordance with their needs. This has been witnessed in the everyday iPhone and iPads, which have indeed changed the world. With these technologies, Apple has made it clear to its customers that no other competitor can daystar it in terms of quality and value for money (OGrady 2009, p.7). However, once the products have reached the early adopters, these customers do the rest by spreading the good news about Apples products to the rest of the world. Source OGrady, J.D. (2009), Apple Inc. West Port, CT ABC-CLIO. Thirdly, Apple believes that the key to success lies on being different from other players in the market while at the same time understating the needs and wants of customers. Apple is one of the companies that have face many challenges over the past decade as was witnessed in the failure of Macs to catch in an industry dominated by PC. The failure was attributed to the fact that the engineers and developers of Macs assumed that they knew the needs of customers, which was not the case. Apple changed the situation towards the end of 1990s with the introduction of iMac, which came in several beautiful colors. This resonated well with the needs of customers, on that pointby seeing its sales go up. In addition, iMacs was also well received by customers because getting into the internet with it was quite faint and faster as opposed to the Mac. This is because iMac only needs a plug in to the line of the phone, a feature, which did entice internet users (OGrady 2009, p.9). Apple also considered tapping into a new market by introducing new inventions that are more efficient and cost effective to customers. It is noted that by the time apple was introducing the iPod in the market, there was already the mp3 player. This gave iPod a lot of competition for customers. Therefore,