Apple Marketing

References in this listing are generally limited to those reporting results of research about marketing fresh apples. Reports by U.S. Department of Agriculture and State agricultural experiment station workers comprise most of the listing. However, reports of some private research groups are also presented. Periodical literature and some foreign publications giving research results are also included.

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. This book discusses Apple‘s unique Marketing Strategy and delivers a guidline on the Example of Apple of the needed conditions to convert an ordinary brand into a „CULT BRAND“.

Growers, packers, processors, and distributors of apples who wish to survive into the twenty-first century need to understand that they are now operating in an interconnected world market. The World Apple Market explains in lay terms the economics of the changes taking place in each phase of the apple business and assists firms in weighing decisions on organization, adoption of new technology, distribution systems and other crucial areas, allowing them to adjust operations and refocus their activities for the future. Readers will find the best available data on current industry operations and practices in this book, which is helpful to both established firms and new operators in reviewing their practices. Author A. Desmond O?Rourke describes evolving world apple supply and demand, changing distribution systems, and governmental and other societal pressure to which the industry must respond. Throughout, the book focuses on the economic forces which affect firm and industry profitability and even more specifically, it focuses on how to maintain cost efficiency while maintaining the quality of a perishable product. The World Apple Market explains the economics of practical decisionmaking at every level of the apple industry. This is crucial information for managers of operations that grow, pack, process, and market apples. As changes in market demand, distribution systems, and government regulation continue to alter the environment for decisionmaking, this book assists all involved in the apple market from researchers and extension agents, to industry associations, suppliers, and apple promoters, to government planners, students planning to enter the apple industry, and investors weighing the feasibility of participating in the industry at any level.