Chapter 1

While learning about chapter 1 in class and reading over the glossary, Macintosh products come to mind. There marketing mix, use of competitive advantage and there market positions seem to be very effective. Over the years Apple products have been hip and trendy among a variety of age groups. They have stayed with current trends of "going green" and keeping there notebook computers small.

Here is a link for the new "green" macbook: http://www.youtube.com/watch?v=AqJl6huz4y0

Many Mac retailers tend to be in upscale shopping centers and are also available online. I have also seen Mac products for sale at third party vendors like iPods and iPhones at Costco.

Here is a link to Costco showing the iPods they sell: http://www.costco.com/Browse/Productgroup.aspx?Prodid=11127119&search=iPod&Mo=19&cm_re=1_en-_-Top_Left_Nav-_-Top_search&lang=en-US&Nr=P_CatalogName:BC&Sp=S&N=5000043&whse=BC&Dx=mode+matchallpartial&Ntk=Text_Search&Dr=P_CatalogName:BC&Ne=4000000&D=iPod&Ntt=iPod&No=2&Ntx=mode+matchallpartial&Nty=1&topnav=&s=1

Although Mac products may be more expensive than others in there market, they have strong customer loyalty and there lifetime value customers can be strong after switching from a PC to a Mac. The switch to MacBooks from a PC or an iPhone from a BlackBerry could also be potentially due to the way they market there products as cutting edge, hip, and trendy. With the strong customer backing, placement in the market and consumers mind, and quality of services, Mac has been able to keep there price points higher on there products than competitors.

Different Mac products have used different promotions in past years. They began with the white headphone iPod ads, the Mac vs PC advertisements and concluding with the new iPhone commercials that show new apps and how the PDA is used.

Here is an example of an original iPod commercial that was part of the original trend with the black body figures and white headphones: http://www.youtube.com/watch?v=IjxSNwenylk

An example of the iPhone app ads that display what the product can do: http://www.youtube.com/watch?v=szrsfeyLzyg

Above is also the link to show the promotion for the new MacBook that is slim and streamlined along with eco-friendly and continuing with current trends.

Apple products have shown an excellent marketing mix along with customer retention and success in its market.