MGM101H5 Lecture Notes - Lecture 12: Freethought, Relationship Marketing, Retail
25
MGM101H5 Full Course Notes
Verified Note
25 documents
Document Summary
The collective knowledge and experiences that consumers have. In 1984, did a 1984 add to reintroduce the world to apple, Borrowed george orwell"s theme, made other companies look like big brother and switched it up. Back in the day, computers were used for data management and business stuff. Targeted people with creative abilities (graphic design) Realized that computers create a perception among people, so they made macs to be attractive and stylish. Changed the way they looked, performed, how they marketed. These decisions were different than other companies. Because they positioned themselves as anti-corporations, they attracted freethinkers and anti-establishment individuals. Developed a strong loyal following because their customers saw themselves as being different from everyone else. They are somewhat criticized as apple has now become the corporation. Created mac to personify young, hip people, allowed people who wanted to be young and hip to be interested in macs. Steve jobs came up with new approach,
