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55O‘Reilly, L. (2016) ―Execs tell us the writing had been on the wall for Apple's big advertising experiment iAd for some time‖ Business Insider, Available at: -support-for-iad-2016-1 56Billboard (2017) Available at: -strategy-analysis
26 Geographical pricing. The use of geographical pricing strategy by Apple Inc. involves setting different prices for products in different parts of the world. The need for geographical pricing for the global IT company is justified due to differences in exchange rates between local currencies and USD. Promotion. Apple uses a range of elements of the marketing communication mix such as print and media advertising, sales promotions, events and experiences, public relations and direct marketing in an integrated manner in order to communicate the marketing message to the representatives of the target customer segment. Apple marketing message is focused on innovative design and simplicity and advanced features and functionality of products. Sales promotion methods used by Apple include the use of point of sales promotional materials, free gifts to customers and rewarding customers through loyalty cards. Moreover, the company uses seasonal sales promotions in a regular manner. Process. The range of processes critical to Apple‘s success include employee recruitment and selection, marketing research, new product research and development, sales, product return, customer service processes and others. It can be argued that among all organizational processes, the company places the greatest emphasis on new product development and design processes. It has been noted that ―when a design team works on a new product they are then cut off from the rest of the Apple business. They may even implement physical controls to prevent the team from interacting with other Apple employees during the day. The team is also removed from the traditional Apple hierarchy at this point. They create their own reporting structures and report directly to the executive team. This leaves them free to focus on design rather than day-to-day minutiae.‖5757―Apple‘s Product Development Process –Inside the World‘s Greatest Design Organization‖ (2017) Interaction Design Foundation, Available at: -process-inside-the-world-s-greatest-design-organization
27 People As of September 30, 2017, Apple had approximately 123,000 full-time equivalent employees58. Apple organizational culture encourages creativity and innovativeness, as well as, ability to work under pressure taking into account rapidly decreasing product life cycle in consumer technology industry. Accordingly, the company attempts to attract individuals that possess these skills and competencies and the competition for highly competent workforce is fierce.