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Apple is very selective about the trade shows it participates in based on these criterion of markets served and total available market available, and also uses a series of metrics and key performance indicators (KPIs) to measure performance (Mitchell, 2011). The effectiveness of this strategy has been quantified in the overall growth of each of Apple's core market segments over time (Cuneo, 2003).
Personal Selling and Public Relations
Apple is known for being exceptionally successful in the areas of enterprise selling and enterprise software integration to its iPhone and iPad, with these devices dominating the Fortune 1,000 marketplace (Apple Investor Relations, 2011). The approach Apple takes to direct selling in the enterprise, education and the mid-tier enterprise market all center on unifying computing and software platforms first, then accentuating product-based differentiation (Cusumano, 2008). The structure of the direct or personal selling strategies is also aligned to specific vertical markets including scientific and engineering, high-end publishing, and telecom in addition to many others (Apple Investor Relations, 2011).
From a public relations standpoint, Apple is also considered to be one of the best performing companies globally. Instead of trying to be all things to all people, Apple concentrates on creating highly targeted PR goals and objectives and then uses a combination of on- and off-line platforms to attain them. PR at Apple is less about being overbearing and loud about the direction of a product or value of a service, and more focused on how the specific message contributes to the overall brand (Mitchell, 2011). Apple...
The Apple iTunes ecosystem is an example of a very successful services strategy that also acts as a highly effective PR strategy as well.
Suggested Apple Promotional Strategies
Apple could increase the level of accessibility it provides to its senior executives through social media, which to date has been an area Apple has not placed an emphasis on (Mitchell, 2011). The promotional strategies around education could be more forward-thinking in terms of allowing students to beta-test next generation software and devices more extensively than before. Apple could also concentrate on using its technology to bridge the Digital Divide in the U.S., which is very significant. Doing well by doing good is a focus for the company going forward, which would further support the trust and intrinsic value of the brand.
References
Apple, Investor Relations (2011). Investor Relations. Retrieved October 18, 2011, from Apple Investor Relations and Filings with the SEC Web site: http://www.apple.com/investor/
Cuneo (2003) - "Apple Transcends as Lifestyle Brand," Advertising Age, Alice Z. Cuneo (15 December 2003).
Cusumano, M.. (2008). Technology Strategy and Management: The Puzzle of Apple. Association for Computing Machinery. Communications of the ACM, 51(9), 22
Mitchell, G.. (2011, September). I'm With The Band. Billboard, 123(33), 42.
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