Ch. 8- Segmenting and Targeting Markets

When targeting markets you need strategy to do it effectively. Apple uses simple and currently working strategies. Might not be what most companies would do but it's worked for them and continues to work.
They use the demographic segmentation as a segmenting strategy in relation to location of their stores. Where they have 14 in New York making it highly concentrated and allows them to bring in a lot of different customers. With their small product lines and limited product mix they have become very successful and loved by everyone. Apple has had no problem applying the psychographic segmentation  considering they relate themselves to every lifestyle of all ages.

Ch. 11- Developing and Managing Products

Apple prides itself on being innovative. Every one of their products has been called "innovative" in its own right. When ever there's a new product there are review's or articles on it calling the product "innovative".
Apple tends to develop and design their products similarly to one another with just better and improved qualities.

The key to keep making successful products is to have them be innovative. Apple is top of the list when it comes to making innovative products. The thing that makes their products so innovative isn't necessarily anything futuristic or advanced technology its how usable and easy the product is to get used to.

The iPhone and iPad are essentially used the same way. Touch screen, apps from the app market, music. All very popular in apple products are there and its all very easy to get used to. Where most companies try to distinguish the differences between all of their products and have them used differently Apple just has their products be equally usable and therefore more popular and "innovative".

Ch. 16- Integrated Marketing Communications

The purpose of promotion and communicating with consumers is to get them to purchase a product or service. The AIDA concept shows you step by step of reaching your company goals with communicating to your consumers.

A-Attention
  Apple has no issue getting the consumer's attention with their advertisement on t.v and the images of products on their websites. Every year their products image is everywhere because there is a highly anticipated product being released. Such as the "new iPad". 

I-Interest
The new retina display is drawing a lot of interest for the "new iPad"

D-Desire
The iSight camera makes the iPad more desirable because of the whole "memories" advertisement they attached with it.

A-Action
Consumers have taken good action with the iPad. The friday of it's release crowds in over 10 countries made lines outside of Apple stores for it. According to a article on usatoday.com  "The iPhone 4S was the fastest-selling phone ever, and we expect the same for the iPad," So clearly good action is taken on Apple products.

Ch. 10- Product Concepts

 Apple Inc. products are the perfect example of "shopping product" while also being a "specialty product". Even though Apple products tend to be more expensive than "convenience product" people seem to can't live with substitutes for it.

With the label of "specialty product" it benefits Apple with their marketing for their products. Apple already has a feel and some what reputation of having better products than the competitors. Or at least more wanted products with in all categories. Which are phones, computers, laptops, mp3 players, and tablets now. What also helps is that even though their products are generally more expensive than the other brands it is still attainable by anyone. Which makes their products even more wanted.