Today, Scott is part of Apple’s video marketing group, managing robust … Apple collects our information in many different ways, for example when you create an Apple I.d, register your products, online surveys, register for workshops at any of their retail stores and when you apply for commercial credit. With the iPhone, Apple was wise to stick with building a good product and letting AT&T handle the service. Apple is one of the greatest marketers of all time, but even it can stumble. Amazingly, thirty … Part of retaining that relationship involves enhancing the customer experience so that it is a unique memory of buying a phone. The purpose of using CRM in their retail base is to encourage a long-term relationship between Apple and its clients. Consistency: All of Apple's products have the same basic architecture. When Apple, Inc. (then Apple Computer, Inc.) incorporated in January 1977, its investor/advisor, Mike Markkula, assembled a 3-point marketing philosophy. Apple’s consistent marketing excellence is built on core disciplines that are worth studying. That first became clear during Scott’s time in Apple Retail, where he could count on his team’s support as he turned each interaction with a customer into an opportunity to cultivate their relationship with Apple. Apple’s marketing has become a benchmark for other companies that want to reach similar heights of recognition and revenue. How relationship marketing impacts to marketing strategy – Samsung and Apple Case In term of limited time, in this paper, we are focusing on smartphone – table industry and currently; both Apple and Samsung are market’s leaders now. Relationship Marketing: The Key to Maximizing Brand Loyalty Customer Experience, Marketing All customers have one thing in common: they make purchasing decisions based on their existing emotional standards (Aitchison 2004, 26). CRM is a form of relationship marketing that is powered by us, because we are the source of Apple's success. Because of this consistency, customers who already own Apple products have a good idea of what they'll be getting before they make a purchase.

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