The paper “ The Success of the iPhone Marketing Strategy” is an affecting example of the report on marketing. This report discusses the consumer buying process and important internal factors that influence shoppers of the iPhone Smartphone from Apple. The report starts by introducing the consumer buying process and detailing the steps a consumer goes through in buying a product. The stages of the consumer buying process are identified as Problem/need recognition, information search, and evaluation of alternatives to meet this need, purchase decision, and post-purchase behavior. The need recognition step is identified as the most important step in making a purchase decision.
The post-purchase behavior is also important in determining whether a customer will become a regular and loyal consumer of a particular brand and product. The second section of the essay discusses the Apple iPhone; one of the most popular Smartphones in the market. It discusses the segmentation, targeting, and positioning strategies used to market the iPhone in the global market. This section finds that Apple has succeeded in positioning the iPhone as the best quality Smartphone in the market and targeting the young, technology conscious demographic segment.
Thirdly, the report analyzes how Apple has been able to factor in the internal factors that influence the purchase of Smartphones in its iPhone marketing strategy. 2.0 Consumer Buying ProcessBefore a consumer can purchase a product and decide to use it he goes through the 5 stages of the Consumer Buying Process. Understanding of the consumer buying process is important in enhancing the marketing strategy of a marketing organization (Pride, 2008). Understanding of this process is key to discovering a ‘ s needs, increasing sales and strengthening relationships with consumers2.1 Consumer Buying Decision ProcessThe five steps of the consumer buying process are Problem/need recognition, information search, evaluation of alternatives to meet this need, purchase decision, and post-purchase behavior. 2.1.1 Step 1: Need recognition / Problem recognition: The first in the five-step process is the most important for marketers who seek to influence consumers buying behavior.
Without a consumer need the eventual purchase of a product will not be made (Pride, 2008).
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