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Final Exam - Marketing Audit - Research Paper Example

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Final Exam - Marketing Audit Table of Contents Table of Contents 2 1.0 Apple 3 2.0 Answer 1 3 3.0 Answer 2 3 4.0 Answer 3 4 5.0 Answer 4 4 6.0 Answer 5 4 7.0 Answer 6 5 8.0 Answer 7 5 9.0 Answer 8 7 References 8 1.0 Apple Apple Inc. has been selected for Marketing Audit process…
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Download file to see previous pages The company revolutionized the concept of computing by introducing iPhone, iTune, and iPods to customers. 2.0 Answer 1 My impression about the company before visiting Apple’s store was dependent on various factors like product quality, state of art technology they offer. I am impressed with the Stylish product line such as iPhone, iPad and iTune offered by the company. Before visiting the store I thought of purchasing stylish product like iPhone from the store. 3.0 Answer 2 My impression about the company has changed after visiting their store. I am amazed with the staff behavior and their sales service. I am also impressed with the banners and designs they use (part of sales promotion) to attracts customer. Before visiting the store I was only thinking about their product quality but now I believe Apple has achieved market leadership due to their customer friendly behavior and superior sales service. Sales person of the company helped me to understand unique benefits of iPhone 5 (product I am planning to purchase). Sales person told me that iPhone 5 is 20% lighter, 18% thinner than previous iPhone models. I am advised their staffs to visit Apple’s facebook page in order to join their community. Community membership will help me to get latest news and updates of from Apple. Overall impression about the company has changed from good to excellent after visiting Apple’s store. ...
Staffs of the shop gave me highest priority when I visited their store. They also advised me to contact immediately for any kind of product related problems. I left the shop with a big smile complemented with satisfaction. 5.0 Answer 4 I have observed that management style of Apple has motivated the retail store to present their product in innovative manners. During product presentation staffs were trying to discuss minute details with customers. I have also observed that management of the retail store gives importance on creating systematic operational structure. Staffs have treated me with utmost importance and during my stay in the shop I have not observed any kind of chaos or irrational behavior from the staffs. Each of the staff is well trained and knows very well how to handle customers. I am impressed with the systematic management functions of Apple store. 6.0 Answer 5 Sales staff of the store helped me to select right iPhone model suiting in accordance to product specification I mentioned to them. I purchased the product after hour long discussion with the staff of the store about various application of iPhone. I have also visited other parts of the store to go through various items like iPod, iTV and iTune offered by the company and each of the time I was welcomed by warm smile by staffs. Staffs of the store also helped me to understand various customer loyalty schemes offered by the company and gave me advised to select right loyalty program in accordance to my personality. I have thoroughly experienced the buying process during my last visit to Apple store (Noh, 2008, p. 14). 7.0 Answer 6 I have registered to membership program designed by Apple stores for their customers. I have purchased ...Download file to see next pagesRead More
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