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Step 1: need recognition
Ã‚Â· Increase brand awareness for 15-inch MacBook (especially in the universities and schools).
Ã‚Â· Sending the right, simple, direct message among all marketing channels.
Ã‚Â· Getting involved with social media such as Twitter and Facebook
Ã‚Â· Stay Unique
Step 2: Information Search
Ã‚Â· A large proportion of people searching for new computers are students and are generally falling in the age demographic of 16-24. Thus, to best get information to them through marketing strategies a larger focus should be directed towards the use of social media to obtain information.
Ã‚Â· Sponsored content by internet celebrities would help micro target this segment of the market, having them review apple products such as the new Iphone, or in fact new Macbook would help get information about this product to consumers on a larger scale.
Ã‚Â· Furthermore making information easy to find about the Macbook would also help and Apple could therefore include links on their website to favourable reviews of the Macbook done by impartial independent parties.
Step 3: Evaluation of Alternative
Ã‚Â· Software performance: Updated software must not be downgraded the older generation of the MacBook laptop. Such as slowing down the speed timing of responsiveness. This cause many customers are considering to find another brand such as Dell and windows etc.
Ã‚Â· Price penetration: Every new product can be expensive due to customer’s loyalty. However, the performance of this company is not improving a lot more than before. Thus the price mustn’t be too expensive unless a new product comes out with something very new. This lead customers finding alternative product such as windows.
Ã‚Â· The latest Macbook pro took out the USB. If a customer wanted to get a new laptop, He/she would not consider buying the latest version of the laptop but instead buying a alternate brand. Firstly, the lastest version is already expensive and if she/he wanted the USB pluck, they have to buy the adaptor. Thus, the consumer would get another brand or buying the older version of the laptop.
Step 4: Purchase Decision
Ã‚Â· Ensure that apple representatives and/or apple stockists employees are educated on the product to aid a consumer in the purchase of their new device.
Ã‚Â· Ensuring that consumers are making the right decision through an honest marketing campaign in store or through mainstream media that shows target market exactly what they will be receiving when they purchase a Apple MacBook Pro.
Ã‚Â· Look into promotional activities with other well known tech brands to provide a complimentary product with the purchase of the MacBook Pro. This is to create further purchase incentive and boost consumers belief in value for their money.
Step 5: Post Purchase Behavior
Marketing can aid in minimising negative post purchase behaviour by reinforcing decision and making consumers feel good about their purchase decisions.
Ã‚Â· Effective communication (prior to the purchase)
Ã‚Â· Guarantees (money back, satisfaction guarantee)
Ã‚Â· Follow up (email requesting feedback)
The above are strategies that could be implemented to ensure that a negative post purchase feeling is avoided.
Ã‚Â· Marketers could also look at providing upgrade deals and incentives, along the lines of a reduced price upgrade on the next new product when it releases.
Ã‚Â· And/or provide a trade in offer on previous devices to help ensure the continuation and consideration of Apple for next purchase by the consumer.
Hello, could you please help me to do the summary of recommendations of 5 steps in buyer decision processes?
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