An Inside Look on Apple
BUS 330 Principles of Marketing
October 6, 2015
When defining value, you have to have a precise understanding of how your customers describe it. When it’s time for consumers to purchase new products, they take heed to a lot of different things. First being is will they receive great value for what they are purchasing? They are spending their hard earned money on this product so the question they ask themselves is, “Does the value validate the amount I’m about to pay?” Next, they also evaluate the supplier of the product and their performance on a related criteria. If a business is working to gain and maintain customers, they must extremely understand what customer’s find important.
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The third utility is time and this utility “emerges from effective management of all value-added processes that influence when a product is available for purchase (Fawcett, Page 2.)” When it comes to Apple products, the demand for them is high when they are first released. Depending upon the product, you can sometimes buy it right then and there, but if the product is sold out, which it usually is, you are then forced to wait. Sometimes you will have to wait for two days or the shorter end, and three weeks on the longer end. The last utility is place, and it is “primarily the charge of supply chain managers who ensure that products and services are where customers expect to find them—when they are needed (Fawcett, page 2.)” When it comes to Apple products, you know you can purchase them at your local cell phone provider, for example, AT&T, Sprint, or Verizon. The amounts aren’t at a mass quantity, so most of the times, they’ll place you on the pre-order list to ensure that you are able to receive your product. When it comes to Macs and iPads, you can always purchase these products at your local Apple store. Suppliers should not only focus on the value-added processes, but they should also focus on the five key criteria that are common across majority of the customer responses: cost, quality, delivery, responsiveness, and innovation.