RUNNING HEAD: MACBOOK PRO 1
MACBOOK PRO (APPLE INCORPORATED)
Evelin Y. Bullard
BUSI 520: Strategic Marketing Management
Professor Honeycutt, Liberty University
January 27, 2022
MACBOOK PRO 2
Q1. Discuss the use of marketing research to be used to gather information on present or
potential customers. Which forms of marketing research would be best in gathering consumer
information relating to the product/service? (Ch. 4)
A notion that Apple does not conduct marketing research is false. That notion was
believed mostly because Apple does not conduct focus groups or open consumer studies. Steve
jobs believed, “it [wasn’t] the consumers job to know what they want” (Ludlow, 217)
Consumers want it once they see it. Apple’s success is due to studying consumer behavior
insight. It’s the use of consumer analytics imbedded in their own software that helped
Apple’s success in launching the iPad.
Apple uses SWOT analysis, anonymous data collection, and prototype testing for
marketing collection. Apple’s marketing research is always done internally under a “hush-hush”
concept to prevent competition from gathering their data. Apple’s great success is due to the
use of consumer analytics.
Q2. Explain several external forces that affect the organization’s marketing planning and
strategy. (Ch. 4)
The never-ending consumer need for technology is the external force that affects Apple’s
marketing planning and Apple’s market research. Their product planning is based on consumers’
needs that changes rapidly. “Apple conducts tests with actual users to be sure the products fit
consumer wants and that it performs as promised.” (Marshall, pg.89) For example, when COVID
hit in 2019 and early 2020, Apple rapidly adapted and added a function on its iPhone to detect
facial recognition with a face mask on. The iPhone already used facial recognition and to make it
easier for users it added the face mask recognition update. Apple quickly reacted and consumers
were happy they didn’t have to take off a mask to use facial recognition.
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Q3. Discuss the aspects of the customer relationship management (CRM) program. (Ch. 5)
Apple’s customer relationship management is rated number one in many countries
including the United States. Like most customer-based companies Apple offers a one-year
warranty on all products and extended warranty and product replacement for a fee. For example,
Apple offers a 2 year extended-warranty for the MacBook Pro for 249 dollars, which covers all
hardware and functional parts. In late 2019, Apple even added a theft and lost insurance for a
14-dollar monthly fee. When I personally lost my phone last year, I was able to file a claim with
Apple and received a replacement phone within two days.
Q4. Explain which consumer characteristics (personal, psychological, cultural, situational,
social) matter most in the purchase decision. (Ch. 6)
A consumer’s input is invaluable, specially to companies like Apple. Internal forces like
personal characteristics and psychological attributes matter the most in the purchase decision.
Personal characteristics like occupation and lifestyle play a huge part in a purchase decision. For
example. Apple’s MacBook Pro is a laptop, a laptop that can cost between 1100-5800 dollars.
Competing laptop manufactures like Dell and Microsoft have more affordable options ranging
from 200-2800 dollars. Why would a consumer purchase an Apple laptop over a less expensive
laptop? “People are influenced by their work environment.” (Marshall, pg.142) If consumers
work, lifestyle, and income warrant a high-performance laptop then nine times out of ten, a
consumer will purchase an Apple MacBook Pro over a Dell laptop.
Q5. Explain how the product/service is positioned in the market. Quote or create a positioning
statement for the product/service and explain its rationale. (Ch. 7)
Apple is a leader in its field with unparalleled success. “Apple emphasizes technological
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research and advancement and take an innovative approach to business best practices.” (Hart,
para. 3) Apple updates and reinvent its iPhone, MacBook Pro, and iPad and every year Apple
sales warrant them a leader in sales. “MacBook sales were up 94% on the first quarter of 2020,
the joint-highest growth (with Acer) of the top five vendors.” (Newsroom, 2021) The product is
positioned in the top five in its field with competitor and leaders like Microsoft, Dell, and Acer.
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References
Marshall, Greg W., and Mark W. Johnston. “Chapter 3/Elements of Marketing Strategy and
Planning.” Marketing Management, McGraw-Hill, New York, 2015, pp. 82-148.
Jasmine. (2017, December 6). How market research and brand loyalty contribute to Apple's
success. The Ludlow Group. Retrieved January 29, 2022, from
https://theludlowgroup.com/2017/12/06/post-post/
Release, P. (Ed.). (2022, January 26). Apple unveils game-changing MacBook Pro. Apple
Newsroom. Retrieved January 30, 2022, from
https://www.apple.com/newsroom/2021/10/apple-unveils-game-changing-macbook-pro/
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