THE CONSUMER ELECTRONICS INDUSTRY AND APPLE COMPANY MARKETING ESSAY

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With the global economy boosting rapidly and continuous development of high and new technology, the competition of consumer electronic industry is becoming more intense. Depend on the hi-tech, consumer electronics manufacturers are able to push forward the productivity (Robert G., 2009), constant develop the varieties of consumer electronics, improve quality of product and service to meet consumer changing needs (Jeffrey, 2006), create a better satisfied life and change the society deeply.

In the past, consumers have only a little choice in the consumers electronics due to there were not have many manufacturers in this industry, consumers feel easily to select in purchasing decision process (Ralph, 2011), but consumers are overwhelmed by too many choices now.

As the consumer electronics marketers have realized in coming face to face with the brutal reality that it’s more difficult and complexity than ever to beat the competitors, so great is the worry of being shut out of this growing market for global marketers of consumer electronics.

Under this market background, the growing role of marketing is to be seen. Marketing is about business creates consumers interest in products and services to the right price and place at the right time (Philip Kotler, 2009). Marketing is relating to understanding the needs & wants of consumers and finding ways to offer products & services which consumer satisfaction (Adcok, 2001). Marketing as a process for