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Focus of the marketing mix Essay Example

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Focus of the marketing mix

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Devices which have high speed delivery performance and more responsive are considered powerful by customers (Hughes, 2011). Secondly are the built-in applications in the device which enables the customers to have an adventurous experience in using any tablet device. Finally is the device display in which customers look for remarkable resolutions with appealing colors. It is notable that Ipad has a Retina display, high speed processor and 275000 applications thus making it a customer choice in this category of tablet device.The Ipad attribute of being considered innovative and trendy in terms of its design with the provision of unlimited options to the user attributes greatly to its branding (Pride, 2012, p. Its simplicity and portability has earned apple popularity and being widely accepted in the global markets (Roger Kerin, 2010, p. This has led into Ipad expanding its markets and satisfying larger market segments thus earning it better brand equity and positioning it as need to most individuals (Roger Kerin, 2010, p.iPad is charged at a premium price as compared to its competitors attributed by the quality superiority and innovativeness of the device. As the most innovative device available in the market notably other tablet competitors a premium price has value as compared with the benefits that this product offers to the user.Although iPad is considered expensive, the value realization and benefits that the customer gets overshadows its expensiveness. The pricing strategy of Apples IPad takes into account factors including, high innovativeness, reliability of iPad tablet device, device portability which is faster compared to any other device in the market (Hughes, 2011). They price according to the device compatibility where the base model which does not have the 3G compatibility is cheapest $ 499, 64 GB retailing at $ 699. With the integration of the 3g compatibility, the customer is expected to pay much more. Finally the market segmentation which is highly considered when it comes to offering discounts.Apple do not sell Ipad product to any shops but they do have their own selling points. From this it can be argued that they have the ability to monitor and control their ipad selling business and how it is represented in the tablet market. This ensures consistency of the product supply in the various selling points (Roger Kerin, 2010, p. This enables both existing and potential customers to be able to recognize Ipad

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Hughes, J. (2011). iPhone and iPad Apps Marketing: Secrets to Selling Your iPhone and iPad Apps. California: Que Publishing.

Roger Kerin, S. H. (2010). Marketing. New York: McGraw-Hill Companies,Incorporated.

William M. Pride, O. C. (2012). Marketing Principles: Asia Pacific Edition. Boston: Cengage Learning.

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preview essay on Focus of the marketing mix
  • Pages: 7 (1750 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Masters
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