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MKTG420 Strategic Marketing Management

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MKTG420 Strategic Marketing Management

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MKTG420 Strategic Marketing Management

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Course Code: MKTG420
University: United Arab Emirates University is not sponsored or endorsed by this college or university

Country: United Arab Emirates


This report seeks the deciscion that a consumer makes when buying the latest I phone XS.  
It alos shows what are the influences or factors that influence a person to buy an iphone.
The report also makes recommendations on steps too follow when buying an I phone Xs.


The product that I have purchased recently is the  I phone XS. The phone  was recently launched and it it their latest model. The purchase price of this phone was $1,200.
Brief description of iphone XS
The phone is so far the best I phone that Apple has produced yet.  It has an improved speed plus a few other performance bumps. The phone comes in two models; One has a storage capacity of 64 GB and it costs $ 1000 while the one I purchased has a storage capacity of 256 GB hence the higher cost (Robertson,2016). The phone  has a RAM of 4 GB, the processor is Hexa  core, 64 bit, 7nm and uses a system .
What influenced me to buy
We are influenced by the flair of the new iphone in the market. Hence, what influenced me to buy is that the new iphone XS is thinner, faster and superior features overall. No one in particular made me take the decision to buy because it is still new in the market but the advertisements were enticing.
The New York Times argues that all this can be a purely psychological thing – we are beginning to reflect on whether we should replace our smartphones, which in turn forces us to criticize every extra millisecond that is required by the old smartphone, to download a picture from our last breakfast. And the oddity is that this phenomenon only happens with Apple phones, and this can mean two things: either the media focused so much on the iPhone that they could brainwash the whole community, suggesting that the smartphones became slower … or they really got slower.
And even if you have a more or less fresh smartphone, this does not make you invulnerable to iOS 8, with its infuriating fast battery discharge and its nondescript WiFi capabilities (Nagle and Müller,2017). These are problems that caused the Apple forum to be literally awash with error messages right after the operating system came out. But of course, none of these complaints stopped half the iPhone users from upgrading to iOS 8, so if you think about it, Apple would have behaved very stupid if it had not tried to take advantage of all this.
They use combined shooting to make the new iPhone seem thinner than it is Smoothness became almost a trademark of Apple, their monitors from nondescript gray squares with sharp corners eventually turned into bright translucent rectangles (Chernev,2018).  That’s why, before announcing their latest smartphones, they were convinced that they are completely “sleek”. They even created a good graphic presentation, which clearly shows how much the new iPhone is thinner compared to the previous model:
Masslows hierarchy of needs
So how does Maslow’s  hierarchy of needs relate to me buying an iphoneXS? The phone has become a very important gadget in todays world. Not only in communication but the phone has very many other functionalities considering the millions of applications that have been created to help people in various ways (Berthon et al., 2012). When buying an iphone the focus was status prestige and power even though it is a very basic need. The reason for saying this is because there are many other phones that are way cheaper than iphone and yet we buy iphone which is a premium product.
Brand personality
Apple relies on emotions to lock in customers and get them buying the iphone. A Apple product experience makes one feel superior.  I phones brand personality is about  passion, imagination, liberty, hopes and dreams and power to the people through technology.  The brand personality is also about removal of complexity from peoples lives and the connection with its customers. The brand has positioned itself as a people helper as they strive to achieve their goals.
The iphone is the most sought after phone in the world. During the last lauch of the new set of i phones, Apple sold ten million phones in just 6 days. This goes to show that even if the phones are costly people are still willing to buy them.  When buying an I phone one is looking for status as it is a symbol of opulence to many.
 When buying an I phone  a person should follow the following steps which are alos known as the decision making steps for a rational consumer.  The phone that I have been using is somehow slow so there is need for a new phone. The second step in decision making is need recognition, the iphone has got more space and speed. Third in the decision making process is information search from the media , family and friends. Fourth is evaluation of alternatives and fifth step is looking for other alternatives for buying the  iphone XS cheaply.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business horizons, 55(3), pp.261-271.
Nagle, T.T. and Müller, G., 2017. The strategy and tactics of pricing: A guide to growing more profitably. Routledge.
Robertson, F., 2016. Maslow’s hierarchy of needs. In Gower Handbook of Internal Communication (pp. 143-148). Routledge.
Wilson, R.M. and Gilligan, C., 2012. Strategic marketing management. Routledge.

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