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Apple's Secret of Success

Traditionelles Marketing & Kult Marketing

Title: Apple's Secret of Success

Bachelor Thesis , 2010 , 87 Pages , Grade: 1,2

Autor:in: Sascha Schneiders (Author)

Business economics - Offline Marketing and Online Marketing
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ABSTRACT

There is possibly no other company which is so casual and at the same time so powerful as the computer and entertainment manufacturer Apple. The company controls the online-music market, the market for portable music players and is now capturing the high-tech mobile phone market. Apple moves into new electronic markets with strong competitors, in order to monopolise them just a short time later.
The CEO, Steve Jobs, has brought a brand into being that is different and at the same time mainstream. A strong magnetic brand which yields more influence in people’s life than one would care to admit. This is absolutely the reason why every company in the world wishes for a strong magnetic brand which can be defined as a “CULT BRAND”. They get repeatedly chosen over the competition. They bring higher prices than the competition. And if they are a strong enough brand their customers not only use their products, but evangelize them to the world.
This project aims to analyze Apple’s marketing activities in order to figure out, what makes this company so successful. It adds to the traditional marketing theory, the new theory of “cult marketing” because traditional marketing delivers no approach to explain the behavior of cult brands.
The phenomena of a Cult Brand are comparable to the patterns of a religion and Apple as well has strong believers. When it comes to their favorite brand, they enjoy telling who ever will listen how great it is and why they love it so much. People are camping in front of Apple’s stores just to get their latest innovative product. And if their Messiah, Steve Jobs, enters the stage to introduce a new product to thousands of viewers, he brings the house down.

Excerpt


Inhaltsverzeichnis (Table of Contents)

  • INTRODUCTION TO THE STUDY.
    • AIMS AND OBJECTIVES
    • RESEARCH QUESTION.
    • BACKGROUND...
  • LITERATURE REVIEW.
    • APPLE BACKGROUND INFORMATION
    • TRADITIONAL MARKETING STRATEGY
    • WHAT IS A BRAND?
    • WHAT IS BRANDING?
    • CULT MARKETING
      • Cult
      • Relation between Cult and Marketing..
      • "7 Golden Rules of Cult Branding" ..
      • Cult of Apple.
    • CUSTOMER LOYALTY
    • EVANGELISM.
    • MASLOW'S HIERARCHY OF NEEDS
  • METHODOLOGY.
    • RESEARCH METHODS.
    • PRIMARY AND SECONDARY DATA.
      • Primary data.
      • Questionnaire...
      • Sampling.
      • Secondary data..
    • QUANTITATIVE & QUALITATIVE DATA
    • RELIABILITY
    • VALIDITY
    • GENERALIZABILITY.
    • ETHICAL ISSUE
  • RESEARCH FINDINGS

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This project aims to analyze Apple's marketing activities in order to figure out what makes this company so successful. It adds to the traditional marketing theory, the new theory of "cult marketing" because traditional marketing delivers no approach to explain the behavior of cult brands.

  • Apple's marketing activities and their impact on success.
  • The concept of "cult marketing" and its application to Apple.
  • The role of brand loyalty and evangelism in Apple's success.
  • The influence of Steve Jobs and his leadership on Apple's brand.
  • The application of Maslow's Hierarchy of Needs to Apple's marketing strategies.

Zusammenfassung der Kapitel (Chapter Summaries)

  • Introduction to the Study: This chapter introduces the research topic and outlines the aims, objectives, and research question of the study. It also provides background information on Apple and its position in the market.
  • Literature Review: This chapter provides a comprehensive review of existing literature on Apple's marketing strategies, traditional marketing theory, and the concept of "cult marketing". It examines the characteristics of a cult brand and its impact on customer loyalty and evangelism.
  • Methodology: This chapter outlines the research methods employed in the study, including the use of primary and secondary data, quantitative and qualitative data analysis, and ethical considerations.

Schlüsselwörter (Keywords)

The main keywords and focus topics of the text are: Apple, marketing, cult marketing, brand, branding, customer loyalty, evangelism, Steve Jobs, Maslow's Hierarchy of Needs.

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