Marketing Channels and Retailing

Based on a the chart on the left, most consumers/customers have come across an Apple product through these retailers,which are also referred to as Apple's marketing channels, which links producers to buyers, perform sales, advertising and promotion, and influences a firms pricing strategy. Apple also distributes there products through online websites such as Apple.com, and other websites that are not owned by Apple, such as Amazon and eBay. Another thing is, most of there marketing channels have there own website, therefore there products will also be displayed on there website as well. So not only, does Apple distribute there products through Apple stores and other retailers, but it also distributes through online retailers globally, which because of this Apple is ranked as the 1# best global brand in the world which leads me to my next topic, Retailing.

  For many firms, there goal is to make money, but for Apple, making money is the result of the firm's actions not the goal. There goal, which is uncommon for a firm who create superior products and sell them in there specialty stores, is to delight customers. Because they strongly believe in there goal, Apple teaches its employees not to sell but rather to help customer's solves problems. In there training manual, it even says "Your job is to understand all of your customers' needs, some of which they may not even realize". By doing exactly that, every employee needs start off with the steps of service which are found in the acronym APPLE

Approach customers with a personalized warm welcome
Probe politely to understand all the customer’s need
Present a solution for the customer to take home today
Listen for and resolve any issues or concerns
End with a fond farewell and an invitation to return

By following these steps, Apple creates a nice conformable atmosphere for all customers and conforms to there goal of delighting customers. But delighting consumers not only require a positive customer experience, it also requires continuous innovation, in which Apple is mostly known for that. The results of this and there goal of delighting customers/consumers has contributed to Apple's success in retailing and has isolated them from most retailers today.