dimanche 20 octobre 2013

Ch-14 Marketing Channels and Retailing

Apple is one of the world's most successful retailers. Apple operates nearly 400 retail stores all over the world with 42 000 employees  and with more than  a million visitors every day.  It is estimated that Apple’s Fifth Avenue store generates over $35,000 per square foot making it the highest grossing retailer in New York - ever. 
Apples annual retail sales per square foot are approximately $6000( excluding online sales ) and this is more than the annual sales per square foot of Tiffany & Co and Best Buy. 
Apple's retail success is dued to a large demand for the company's products. Apple had to think different about retail and make their stores more than just a place for people to go and buy products. The job of the Apple store employees is to not to sell, but to help the costumers and to understand all of their needs. Also to approach customers with personalized warm welcome, and at the end, an invitation to return if they need something.  "People don't just want to buy personal computers anymore, they want to know what they can do with them," said Mr. Jobs. 



Apple have direct and indirect channel. Direct channels are when they sell products directly to consumers. In order for Apple to expand their sales,they use also indirect distribution channel, they have been slowly adding  distribution channels with high sales such as AT&T,Sprint, t-mobile, Verizon, Best Buy and Walmart. 





Aucun commentaire:

Enregistrer un commentaire