The Role Of Marketing In A Consumer Society Marketing Essay

The Role Of Marketing In A Consumer Society Marketing screenThis report pull up stakes use orchard apple tree Inc as a courtship study to at a lower placeline the importance of what is the role of handleing in a consumer golf-club? Also at that place will be critique of diametric theorist much(prenominal)(prenominal) as Jean Bauldriard, Raymond William and Stuart Hall to for the merchandise concepts.The novel definitions and history of MarketingDuring 18th and 19 century Marketers realized that consumers atomic number 18 spoiling ingatherings for the sake of their desires and satisfaction, where as before only selling a yield was important and not the need and satisfaction of the client. When companies realized the ask and want of the customers wherefore they started to change rapidly and started to create an image in customers judgment by using advertising/promotion. Technological and societal changes atomic number 18 included in this change.Nowadays marketing d efined as involving product discipline, distribution, pricing and communication. Also in developed firms, continuous attention to the development of raw(a) products with product modifications and services to meet the changing needs of customers. light beam Drucker states that The aim of marketing is to rack up selling superfluous as nearly companies doing marketing to distribute information to enchantk attention and persuade customers to acquire. As a result we can say that marketing is a cultivate that aims to understand and satisfy the needs of a customer to make gross sales and maximise revenue. Marketing is not advertising, it is one of the component within marketing, which is utilise to inform consumers about product or services provided. This report will use marketing techniques and strategies apply it to apple inc. to explore the concept of marketing and its role in consumer society.Raymond Williams highlighted about advertisement in the head game dodge guess, t hat advertising doesnt means of only selling skillfuls/products. However, advertising in its juvenile forms operate to maintain the spending beliefl from criticism, that consumption does not engineer social needs.Consumer society is when plurality buy new goods and services, it can as well as be tell as consumer behaviour in terms of expect is constantly changing especially for the goods that they do not need, and which leaves high comfort on proclaiming many things. We be all participants in an pull rounding phenomenon that has been diversely called a consumerist culture and a consumer society. Consumerism is a social and economic rule that is ground on the systematic creation and encouragement of desire to purchase goods and services in increasingly amount. To say that some stack suck in consumerist attitudes or nourishs means that they perpetually want to consume much. The theory states that an increasing consumption of goods is economically beneficial. In l ong-term historical and social factors influencing consumption. Jean Baudrillard stated the consumption theory in his (The Consumer Society) book, that consumption has live the most important basis of the social order. He explores how consumer products, rather than juvenile decisions such(prenominal) as class, make up a system of signs that tell the population and those meanings related with products being delivered to customers via.orchard apple tree Inc.http//www.hotstocked.com/articles-img/small/apple-inc.jpgorchard apple tree Inc is an American multinational company constituted on April 1st 1976, which designs and produces consumer electronics such as iPones, iPods, iPads and i macintoshbook and softw ar products and its best known for its information processing system hardwargon products including Macintosh own(prenominal) computer line, Mac OS X, extremely loyal user-base, iTunes media application and the iPod personal music geter. The companies head office is based in Cupertino, California. CEO and co-founder is Steve Jobs.orchard apple trees popularity change magnitude more in late 1970s with its interesting, forceful and inviting advertisements to inspire individuals. In 1990s apples advertisements were at the top with the Think Different campaign, it owned its popularity by using famous passel in their adverts. Apple has achieved its high targets in its development and growth in 2007 when they first created iPhone, which has changed the fortune of the company. The iPod, iTunes, iPhone and new broad Mac computers became the most popular and profitable devices ever for Apple.Apples Marketing Strategies and TechniquesApple has gained successful image in past couple of years with their creative, light and progressive way of making business, they create big(p) style and designs, owing(p) outline, innovative marketing, smooth and tempting communications. Apples seductive success is owned by their iPhone, iTunes and iPod products. All these products fetch presented a combination of an immense hardwargon, perfect style, and outstanding software, expeditious and speedy performance with a good e-business service. (2007, 2010 Venrtygo team)steve jobs apple computersApple has exceeded $160 trillion in 2008, $210 billion in 2010 and in January 2011 they exceeded $302.47 billion in market capitalization, as Apple Inc. shares has increased by more than seven points. They made huge differences in the market shares and this implies that consumers are more aware of the products, and the right marketing strategy used has reached to right consumers. Apples has made extraordinary campaigns in communication with consumers and extremely modified marketing strategy with particular target section of the market. They appeal to customers needs and wants directly with their great communication, the distribution network and with their quality and price ratios.Apples has several key strategies in marketing which made them successful and co me to top of their game in a way manage no other. Apple always managed to incommode their experience and created a tribe. Apple also communicates in the language of their consultation Apple tries to give information in the way that their customers want to be informed. Their prices are justified, apple customers gladly pay premium for the reason of their good selling quality devices are nowhere else.They ignore critics, any snip Apple produce a new device especially for the iPad people say that it will fail. Every time Apple decided make new changes and introduce a new device they prevailed. Steve Jobs did not get word to critiques instead focus on building what they want to build. Albert Einstein said that Great ideas often receive violent opposition from mediocre minds.Apple turns the ordinary into something beautiful. PC makers constitute a cadence hardware for standard applications. Apple is the leading best standard operating system and computer system against to their com petitors. Simultaneously they are exploring the design standards as well. Result of this is the multi-wanted iMac, Mac book Air and iPhone 4Former of Apples marketing executive and consumer marketing expert Steve M. Chazin has revealed the Secrets of the World Best Marketing Machine from Apple.http//www.i-seb.com/wp-content/uploads/2009/04/segmentation.jpgOne Dont stag Products (People buy what other People fill) according to Steve M. Chazins point here is that products dont sell people do. For example when looking to the advertisement of the popular product iPod, there is lots of happy, energetic people dancing in shape against a colourful, vibrant and ever-changing background and it is the newest, trendiest features coming on the market, which gives customers the desire to buy as we live in a society that wants things new and change and divers(prenominal) from the regular products. Therefore Apple is showing its customers the difference they have from their competitors, it isn t selling you a simple MP3, its also inviting you to the difference lifestyle of apple. They signify that if you use MP3 youll hear good music, but if you use apple iPod whence you will odour good ascribable its value and ability to play it in many different places. As Raymond Williams talks in The Magic System that in our society advertisements are created to make customers to believe that the product they buy will make them feel in a different way. Apple makes people believe by the advert that they will feel the similar way of those happy dancing, energetic people.Also Apple has an classifiable white headphones (uniquely to Apple), which are produced as pure apple marketing trick, it is designed to make visible part of their product a status symbol, bust white headphones and you are the member of the club. For example the advertisement of iPod shows us the people shadows dancing hold their iPods and showing distinctive white headphone. Accordingly Baudrillard states that, co nsumption is the most important basis of the social order and sociologically a particular individual belongs to a specific group which consumes a specific product, and the individual consumes such a product because he or she belongs to such a group This theory is related to the marketing that Apple gives to its customers, when customers buys Apple Product because they know that they belong to that society and it add-ups value to them. According to Raymond Williams when people buys more than just the product, as they buy self-respect, beauty, and power in their society through this consumption. Raymond also believed that people who have high consumption of products are living high standard life. .http//cdn1.iofferphoto.com/img/item/193/716/718/oZ4Y.jpgTwo Never be the First to Market, (Make Something Good Greater) the marketing executive of apple applies that Apple is always leader creating new categories, surely they have never invented anything new such as PCs and MP3s and phones, but iPhone is very successful with functionality of on existing designs such as The Mac, iPod, iTunes and iPhone. Apple makes complex things light-headed and elegant as it is easy now to get music in to your pocket. Apple dont define you reason rather they try to occupy shelf space that already exist in prospects mind, apple focuses on the one thing they do soften and then make that mater to us.Baudrillard also declares that he can go one better and introduces a third form of exchange which is emblematical exchange in the form of the sign. Baudrillard argues that in addition to the satisfaction of world needs, commodities can also provide social status something of increasing value in modern society. This value is expressed in the form of the sign. trinity Empower too soon Adopters, this aspect identifies that Early adopters are those who are actually Apple Lovers and those who taking a risk to help Apple to succeed. Early adaptors are younger in age and have money to spend. Steve M. Chazin says that they are the first to take Apple product to everywhere. iPhone users feel in the same way the PowerBook users felt in 1993. Early adopters are the first to articulate Apples marketing force through word of mouth as these adopters have set apart from the crowd and their gadget is a symbol of their states which they are proud to show off. http//www.dealgiant.co.uk/wp-content/uploads/2010/01/MacBook_Pro_MB990B-A_offers.jpgApples glowing apple logo is always acme down to you and it was fixed to be right side up for others to see when you open you open your Macbook you are showing others the grunge and selling the brand to others. What this makes is that enables customer to make their choices by seeing it in others. Baudrillard stated that every prior production (polls, market studies) or subsequent to it (advertising, marketing, conditioning), the general idea to shift the locus of decision in the purchase of good from customers where it is beyond control t o the firm where it subject to control (p.38). Apples intention is to make customer come to them without any encouragement via the firm. Apples secure customer allegiance by considering its product strong design as it is plain and simple.Many consumers whitethorn possibly not ready to buy an Apple computer due to its price, but they are willing to give gadgets to try such as smart iPods or iPhone, as these products are lower price ingress to Apple Inc it gives the customer opportunity to be introduces to the brand and its quality products. Customers are more likely to buy apple computer in proximo if they are happy with these gadgets. According to Baudrillard he described the way of influencing customers desires the beastly round of consumption is based on celebration of needs that vatic to be psychological. These are distinguishes from physiological needs since they are supposedly established through discretionary income and the freedom of choice and consequently manipulate at will (Baudrillard p.39). Apple can influence easily their existing customers who are using iPhone, iPad and iPod to buy their Mac book computers.http//www.itechnews.net/wp-content/uploads/2008/06/griffin-powerdock-2-iphone-ipod.jpgEncoding / Decoding in Apple Inc.Stuart Hall developed a theoretical model to shed light on the influence of television broadcasts such as advertisements called the encoding and decipherment model. En encipherr is try to transfer information in a certain meaning based way to decoder, while decoder is adapting this original meaning into a new version according to their own way of perceiving. Production, here, constructs the message (Hall, 1980). According to iPod advertisements via Halls concepts, argumentation that his production-reception model is a useful approach to understanding modern concourse media messages, especially advertising. This model assumed that the media tools had an interest in production, circulation, distribution, consumption and training rather than just conveying a message. In the encoding/decoding model of media discourses developed by Stuart Hall, the meaning of the text is located betwixt its producer and the reader (Hall, 1980). Therefore apple produces plain and not confusing adverts towards customers as if the decoder perceiving differently to the encoder, the decoder will create their own version of the message with a totally different intention. When decoder functions under this position hall states that He/she is operating with what we must call an oppositional code (Hall, 1980). Encoding decoding is not a important concept for Apple Inc as their customers all ready knows what to perceive they wont be confused.Apple BrandingMarketing executives in a company give set to add services to a product and an attempt to enhance their products like Apple with values and links that are value and valuable to their customers which is then a brand. Identification or distinction from other competitors is t he reason for brand which gives them their own identity. Apple is one of the examples which are now leading as a brand in IT arena. Apple (brand name) which is auspicious had a consumers loyalty by the strength of their services and values which then lead the customers to double over a purchase from the same company again. Advertisements do have an rattling(a) attraction for a customer to hit on an individual mind for a company. Apple as compared to other companies is a well recognised brand and it definitely preferable by customers.http//www.damonchernavsky.com/Pictures/Creative_Ads/Evolution_of_Brands/history-of-apple-computers.jpgCritical Analysis and cultivationConclusionReferancesDougherty, M. (2010) The story of apple Inc. Last accessed on 12.03.2011 online http//www.brighthub.com/computing/mac-platform/articles/65346.aspxhttp//blog.kissmetrics.com/7-strategies-apple-marketing/6 Unfair Market Advantages You Should Steal from Applehttp//www.vertygoteam.com/apple_marketing_s trategy.phphttp//www.theglaringfacts.com/2010/11/encodingdecodingmodelWilliams, Raymond (1962) Advertising, the Magic System. In Problems in Materialism and Culture. London New Left Books.Baudrillard, J. (1998). The Consumer Society Myths and Structures. sage-green Publications Ltd. London, England.http//mashable.com/2011/01/03/apple-300-billion/