Apple, with its almost 300 company-owned stores, uses independent intermediaries, which it refers to as â€œthird-p
Apple, with its almost 300 company-owned stores, uses independent intermediaries, which it refers to as â€œthird-party resellers.â€ For its Mac computers, Apple is very careful about the intermediaries it selects to become members of its distribution channel. Once selected, Apple makes a substantial investment to enhance the capabilities of its chosen channel members to sell and service Apple products. Its â€œApple Sales Consultant Program,â€ for example, places Apple employees at selected channel membersâ€™ stores to provide expertise on how to tell the Apple story and ensure a high-quality buying experience. The company also offers extensive training and support through what it refers to as its â€œApple Premium Resellers Programâ€ to selected channel members to help them develop high levels of customer service and product expertise. Apple strongly believes that providing high-quality salesand after-sales support is critical for attracting new customers and retaining existing ones. Do you think Appleâ€™s careful selection of channel members and its efforts to enable them to provide high-quality sales and service support are as important as Appleâ€™s unique products in creating a differential advantage for Apple?