Apple's trade show focus is on its core markets of science and research, education (which is nearly 30% of total laptop and PC sales) (Apple Investor Relations, 2011), enterprise, and the vast global home market (Mitchell, 2011). Apple is very selective about the trade shows it participates in based on these criterion of markets served and total available market available, and also uses a series of metrics and key performance indicators (KPIs) to measure performance (Mitchell, 2011). The effectiveness of this strategy has been quantified in the overall growth of each of Apple's core market segments over time (Cuneo, 2003).

Personal Selling and Public Relations

Apple is known for being exceptionally successful in the areas of enterprise selling and enterprise software integration to its iPhone and iPad, with these devices dominating the Fortune 1,000 marketplace (Apple Investor Relations, 2011). The approach Apple takes to direct selling in the enterprise, education...
[ View Full Essay]