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This understanding will help Apple to better predict future usage patterns.
Apple always wants to be out front of trends in its industry. This characterizes the type of data that it wants to receive. Market feedback data, for example, reflects old news for the company about its competitive position. Apple knows, for example, that it is losing market share to Android but uses that information to help it search for the knowledge it truly needs -- what is Android doing that Apple is not and how can Apple leapfrog Google and regain that market share.
Apple uses a variety of information sources in order to help make marketing decisions. It wants to be a leader in the field and not reactionary, so it uses the information it gathers to try and determine future trends in the industry. This information provides the basis for superior decision-making that allows Apple to design products and marketing approaches that are game-changing, rather than reactionary. The decision-making support is based on understanding the needs of customers perhaps more acutely than the customers themselves understand those needs. The iPad is a good example of this, because there was no market for a tablet and many people might have wondered what the point of the product was. There were, of course, millions of people who found immediate use for the iPad and Apple now sells tens of billions of dollars of them. This is simply because the...
Marketing decisions are made with information about product positioning and consumer needs, and the result is some of the most original and unique marketing anywhere.
This superior decision making and information gathering capability is one of the reasons why Apple has become such a dominant player in its industry.
Works Cited:
CRM (2009). 11 effective strategies Apple uses to create loyal customers. Inside CRM. Retrieved November 30, 2012 from http://www.insidecrm.com/articles/crm-blog/11-effective-strategies-apple-uses-to-create-loyal-customers-53510
Greenberg, a. (2012). Apple patents technique that uses cloned dopplegangers to protect your privacy Forbes. Retrieved November 30, 2012 from http://www.forbes.com/sites/andygreenberg/2012/06/20/apple-patents-technique-that-uses-cloned-doppelgangers-to-protect-your-privacy/
Musico, C. (2008) Apple takes a bite into enterprise CRM. CRM Magazine. Retrieved November 30, 2012 from http://www.destinationcrm.com/Articles/News/Daily-News/Apple-Takes-a-Bite-Into-Enterprise-CRM -- 47584.aspx
Works Cited:
CRM (2009). 11 effective strategies Apple uses to create loyal customers. Inside CRM. Retrieved November 30, 2012 from http://www.insidecrm.com/articles/crm-blog/11-effective-strategies-apple-uses-to-create-loyal-customers-53510
Greenberg, a. (2012). Apple patents technique that uses cloned dopplegangers to protect your privacy Forbes. Retrieved November 30, 2012 from http://www.forbes.com/sites/andygreenberg/2012/06/20/apple-patents-technique-that-uses-cloned-doppelgangers-to-protect-your-privacy/
Musico, C. (2008) Apple takes a bite into enterprise CRM. CRM Magazine. Retrieved November 30, 2012 from http://www.destinationcrm.com/Articles/News/Daily-News/Apple-Takes-a-Bite-Into-Enterprise-CRM -- 47584.aspx
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