Marketing Research and Strategies

The assignment provided is a collection of research papers and case studies on marketing mix and strategies. It covers topics such as the service-dominant logic of marketing, sustainable marketing at Safaricom Limited, and the effects of brand image on customer satisfaction and loyalty intention in retail super market chain UK. The document also includes references to various books and articles on marketing research and strategy, including 'Marketing Research' by Aaker and 'E-commerce forecasts: a return of the dot.com boom' by Halal. Overall, the assignment is a comprehensive analysis of marketing mix and strategies, providing valuable insights and information for students and professionals in the field.

MARKETING
ESSENTIALS

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Lo 1..................................................................................................................................................1
Introduction to the activities of marketing with the current as well future trends of market. 1
Summary of different marketing process...............................................................................1
Description on the role and responsibilities of marketing manager.......................................2
(M1) Description on the analysis of roles and responsibilities of marketing.........................4
Evaluation of the key elements of the marketing...................................................................4
Description on the roles and responsibilities of marketing and its impact on different
departments and significance of marketing manager.............................................................5
(M2) significance of the interrelation with different functional unit. ...................................6
LO 2Comparison of application of marketing-mix elements of apple for attaining business
objectives................................................................................................................................7
Description on the evaluation of various strategies opted by apple(m3)...............................9
Define strategic marketing plan by applying 7p's. ...............................................................9
Description on the basic plan with clear and effective objectives for apple........................10
Description on the detailed and evidence-based marketing plan(m4)..................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essential is very important in order to keep business activities in effective and
efficient way It is considered as backbone to the business enterprise. They give their major focus
on the study of exchange relationship. The process of exchange refer as advertising, promotion,
communication, delivering and all other kind of activities which relay within successful
marketing techniques. This kind of element is very helpful in order to have profitability and
productivity of the organization (Neupane, 2015).
The present report is covering the various aspect and marketing principles of company
'Apple'. The whole marketing activities are largely dependent on the role and responsibilities of
manager of the organization. This kind of learning are very important in order to keep the
interrelation between various departments of the company (Arnett and Wittmann, 2014). The
significance of the component of marketing mix are very helpful in order to enhance the value of
business in specific manner. In this assignment the current and future need of Apple products,
innovation and all thing are examined in corrective manner.
LO 1
P1 & P2 Essay
Introduction to the activities of marketing with the current as well future trends of market.
The concept of marketing is very important in order to keep the customer satisfied by
providing products as per their expectation. The main object is to earn higher amount of profit.
The present market is highly competitive market, there are various providers who produce
innovative products in the market. In this manner Apple is taking various effective efforts in
order to produce goods and services which are beneficial to the market and can satisfy the
customer’s quench (Lusch and Vargo, 2014). They give their major emphasis on the quality of
products. In addition to this the current trends of marketing focuses on 'relationship marketing'
which is very helpful in way to have effective customer retention and this kind of activities are
useful to keep satisfaction level of customer. The marketing activities depends on the influence
of four differed products and services which are integration, globalisation, technology and
personalisation. These kinds of activities has major impact on the trends of marketing.
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Summary of different marketing process.
The term marketing process is referred as systematic flow of marketing activities in
manner to keep satisfying the customers with the product and services available in the market. In
addition to this there are four kinds of steps available in order to have effective marketing
activities, this are defined in the following manner are as Marketing strategy, situation analysis,
marketing mix decision and implementation and control. At present the situation is analysed with
the help of report on sales and feedback of various individuals. If there is any mismatch in
performance that corrective action can be taken in order to have improvement in it. To have
improvement in this the appropriate strategies are to be framed in order to cope up with
marketing condition (Jain and Goswami, 2013). The strategy should be taken from the effective
marketing mix strategies. After making effective and efficient policies and strategies, the
implementation process should be done in order have desired result. In this manner, the
marketing activities are very helpful in achieving long term profitably and productivity.
Description on the role and responsibilities of marketing manager.
Being the manager of Apple enterprise, it is essential to follow all the rules and
responsibilities which are framed by head of departments. In order to achieve long term
profitability and productivity it is essential to cope up with the all marketing activities. The
manager of the firm plays vital role in relation to have desired result of the organization. In
addition to there are various roles and responsibilities are defined which have to be followed by
junior marketing manager of apple company (Coffie and Owusu‐Frimpong, 2014). In this way
the things are to be done in the following process are as-1. Market research- It is very important to undertake all the marketing research on
particular activities in effective manner. With the help of this proper knowledge can be
acquired. In this manner the target markets to be selected for carrying out all the activities
of marketing. In this mode the proper information by the Apple company can be collected
from the Questionnaires, internet, buying habit of consumer, interviews and their opinion
in relation to have effective and proper market research to have desire profit (Kumar,
2010).2. Managing marketing mix- The element of marketing mix is very helpful in order to
achieve long term objectives of the business enterprise. The manager of the firm should
have deep knowledge about this kind of process. This is very vital process in order to
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play role of marketing manager. The marketing mix technique is inclusive of following
process like place, product, promotion and price. This kind of activities are very helpful
in order to bring modification and development in the product services.3. Development of marketing strategy can plan- it is very essential to bring changes in
strategies and plan. It is very helpful to have modification in manner to have customer
retention. It is most important step it is done with the help of effective market research
and panning (Christopher and et.al, 2013). It is the major duties of manager of apple to
framed the appropriate strategy and implement in the corrective manner.4. Customer relationship management- it is very important in order to keep customer
relation for the long term. It is very helpful in manner to have large scale of profitability
and productivity. The communication with the customer are important throughout the
various stages of marketing. It can be true to said that to cope up with old customer are
very easy as compare to maintain good relation with new ones in the market. It is not
possible to read customer minds and there to understand to their choice. It is very crucial
process.5. Brand development- The apple is the top most brand in the whole world. The most of the
people get attracted with the logo they are having. The timely changed in product and
service are very helpful achieve long term profitability in the organisation. With the help
of this kind of activities it is possible to maintain the reputation of the firm (Babin and
Zikmund, 2015).6. Maintain communication- The manager of the organization should take effective step in
order to have good communication with the customer so there can be more profitable
condition are avail in market. With the help of better passing of information. The
effective solution can be given in order to have marketing process in effective manner. It
is very important to maintain good connect with the environment as well.7. Customer relation- In order to maintain good and effective relation. It is essential to
understand good and buyers point of view in relation to product which are available in
market (Arnett and Wittmann, 2014).8. Development in creative skills- To have modification and development in the product
and services help in manner to have creative approach which helps in manner to satisfy
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the customer in the market. This kind of operation helps in manner to have positive
effect on working environment of the business enterprise.9. Innovation- The term innovation means to have development in the products so that
customer satisfaction can be maintained. This kind of activities are very helpful in
manner to gain large volume of revenue. This process works as to put something new in
the existing product which is availed in the market. the brand image of company can be
maintained and larger amount of profitability can be achieved (Nykiel, 2007).10. Measurement of success- The success can be measured with the help of effective and
timely changes and implementation of strategies. This is helpful in manner to evaluate
unnecessary strategies in the market.11. Managing agencies- in market there are various kinds of promotion strategies are
available which do work as Websites, pamphlets etc. they are also helpful in order to give
impressive design to products. This kind of agencies is very helpful in manner to keep
careful management.
12. Competitive intelligence- The proper strategy is to be implemented and evaluation
process is to be taken in order to find the one effectiveness of organisation. With the help
of this kind of activities the market is able to achieve larger amount of market share. With
the help of the all above techniques, there can be possible operation of the marketing
activities.
M1 Description on the analysis of roles and responsibilities of marketing.
In every organisation, there are some roles and responsibilities are available in the market
which are to be followed. This kind of activities are possible with the help of effective listening
of customers, to take steps in order to make better coordination with the marketing partners like
journalist, designer, publishers etc. This all people are very helpful in order to have effective
evaluation of all the procedures. With the help of proper communication and coordination with
co-workers the business can grow their activities in large manner. With the help of various
strategies and evaluation procedure the activities of the business enterprise can grow in faster
manner (Fill and Hughes, 2013).
Evaluation of the key elements of the marketing.
The main element of marketing function it is inclusive of following elements like
product, place, price and promotion. These all are defined in the following manner are as-
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1. Product- in order to find the right product, the employees of the firm should opt
corrective decision . The modification in the product can be made with the help of
understanding of expectation and needs of the customer in time to time manner.
2. Place- To have effective profitability it is essential to sell the product at the right place.
In this manner, the location should be selected in smartly mode.
3. Price- Price is another major factor which is to be decided in manner keep all the factors
in mind. The price should be decided at affordable manner so that every customer can
willing to purchase such kind of commodities avail in market.
4. Promotion- The commodities and services are to be promoted in the market. The
promotional activity is to be taken in good manner so that goods and services can be sold.
With the help of good promotional strategies firm can attain loner amount of profitability
and productivity.
(P2) Description on the roles and responsibilities of marketing and its impact on different
departments and significance of marketing manager
The function of the marketing is to be performed by different manager of the organisation
in relation to different functional unit. This can be understood in the following manner are as- Production- it is one of the important factor in manner to produce the things in timely
manner. It is very important in order to keep satisfy the customers. With the help of
effective production system it is possible to have competitive advantage in the market. Finance department- The main aim of this firm is to have effective budget system. This
department is the inclusive of following activities like research, promotion, and
distribution process. In every department, there should be adequate availability of
financial resources. In this manner, they can take all the activities in required manner
(Kumar, 2010). Human resource management- The human resource manager of the department should
take effective steps in order to have large amount of profitability and productivity in the
market. The human resource manager of the firm are taking crucial step in order to make
all marketing activities in appropriate manner. They HR managers should provide expert
training facility to their employees so that they can work in more effective and efficient
manner.
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 Research and development- They should take effective step in order to done all the
activities in the greater extent. With the help of efficient process the one can have idea in
manner to give modification to the commodities. This kind of division is very helpful in
manner to have long-term of objectivity in the organisation (Halal, 2003). Social media unit- The Apple company need to take goo promotional strategies so that
customer can get aware about the products. This kind of process is very helpful in manner
to enhance revenue of the firm in large manner. Sales department- The sale department should effectively participate in all kind of
activities in the organisation. It is very essential in manner to cope up with the market
conditions.
 Promotional strategies- This is very helpful in manner to done all the activities in
corrective action. That all function are to be performed in well and effective manner.
With the help of this kind of service the firm can earn larger amount of profitability and
productivity.
Marketing manager of Vodafone should get involved in all kind of activities relation to
merchandising. The manager should perform the activities in that direction which is very helpful
in manner to enhance the value of the organisation in large manner (Aaker, 2011). The role of
managing the employees is the key factor which is very important in order to do all the activities
in effective manner. To create good working environment, it is very essential to take initiatives
of having improvement in communication level of employees and customers. This is very helpful
in manner to have comfortable workforce environment for all the people of business enterprise.
The Apple is having leading role in the market in these employees of this entity should be
effectively trained so that they can perform their function in the effective and efficient manner.
In addition to this manager are having vital role in way to find out the new business opportunities
in relation to achieve desire result of the organisation.
(M2) significance of the interrelation with different functional unit.
There are various kinds of functional units are to be performed in well and effective
manner. Most of them should be discussed in following manner are as-
Finance management- For both all and new production available in the market there should be
expert strategy in order to give effective implementation so that firm can earn large amount of
revenue.
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Production department- These kinds of department are very helpful in manner to estimate the
type and number of good produced by the company (Shah, 2014). The marketing strategies
should be effectively framed because it is very helpful in manner to increase the demand of the
products in the market.
LO 2 Comparison of application of marketing-mix elements of Apple for attaining business
objectives.
The component of marketing-mix is inclusive of 7 elements. It is very helpful in order to
influence the customer so that they buy the commodities avail in the market (Chen and et.al.,
2015).
In order to examine the activities in effective manner, the marketing process of enterprise
is to be undertake in corrective and effective manner. The comparison is defined in the following
manner are as-
Elements of marketing
mix
Description Apple Samsung
Products This is the element
which is to be sold in
the market by taking
various organisation
facility. It can be
physical and tangible
product which can be
bought sold in the
market.
The Apple produce
various innovative
products to their
customers. In this there
are impressive range of
products are given. The
customer is highly
attracted with the
services and goods
offered by them. They
give their major focus
on the quality of
products (Neupane,
2015).
Although, Samsung is
also taking initiative in
order to provide
qualified service to
their customer. Nut in
Apple they are not
having the facility of
dual sim. In this
manner, large number
of customers are
getting distracted and
buy the goods of
Samsung.
Place Place is that part of
the area where
The Apple store are
located in the posh
Samsung is also
engaged in retail
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product is to placed.
This is to be analysed
by giving effective
consideration to this.
The location is the
key factor in manner
to have long time of
sustainability in the
market (Barrett and
Weinstein, 2015).
market. they can have
large number of
customer attraction.
They also use online
method to sell their
products. This type of
selling method is very
useful to large amount
of profitability.
shops. they also
available in good area
of market. The lacking
point of Samsung is
that they do not
provide good quality
of commodities
(Neupane, 2015).
Promotion This element is very
useful in manner to
attract large number
of target audience.
This can be done with
the help of
advertisement, sales,
personal selling and
social media
(Extended Marketing
Mix: The 7 Ps of
Marketing. 2014).
They are using good
promotional activities
are at the global level,
they are using
approaches in this style
like TV, billboards,
online, print etc. with
the help of this kind of
activities they can
easily reach to the
customers.
They take their
promotional activities
which is inclusive of
Brochures, pamphlets,
hoardings etc. This
method is very
effective because they
target only lower
audience.
People They want people
who stands as front-
line sale workers. It is
essential to have
effective staff in order
to do all the activities
in efficient manner.
This is very helpful
In Apple store the
employees are getting
selected with the help
of global level of
external recruitment
process.
In comparatively toteh
Apple store they are
engaged in lower sized
firm. In this
recruitment are done at
the national level.
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with regard to
enhance performance
(Mpuga, 2014).
Process In the current market,
the firm is providing
the facility like
deliver system. This is
the effective factor in
manner to gather the
attraction of
individuals.
This entity is taking
various efforts in order
to gather the customer
attraction (Oseni and
Pollitt, 2017). The
amount of product are
already very high in
this way they are
providing facility like
delivery to their
customers (Mohammad
Kazemi, 2015).
With comparison to
Apple they are not
providing good
services to their
customers.
Physical evidence This is the material
part of the services. In
this they have to
perform their
activities in relation to
infrastructures,
equipments and
business cards etc.
The Apple is taking
various efforts in order
to provide those
facilities to their
customers which help
them to have services
in manner like digital
TV, services etc.
The Samsung also
provide physical
evidence services to
their customers. Such
as service in relation to
free one-time
replacement etc.
The effectiveness of Apple company can be evaluated with the help of taking comparison
with Samsung. From the above scenario, it has been noticed that the Apple is providing effective
services to their customer with the good quality of products (Mohammad Kazemi, 2015). In this
various kind of good promotional strategies are taken so that large number of customer can be
attracted. In this manner, they are highly successful in the market. The term physical evidence is
depended on business size.
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M3 Description on the evaluation of various strategies opted by Apple.
There are some particulars are to be given in order to achieve the marketing activities in
timely manner. In this way, Apple has taken various program to have appropriate strategies in
this mode they can have implementation procedure of that policies. These kinds of activities are
based on function and practices. The General business and project management team is taking
efforts to properly evaluated the all the business objectives. Both of the individual has their
different objectives in relation achieve combined result in the organisation.
Define strategic marketing plan by applying 7P's.
The Vodafone is taking various efforts in order to achieve long term profitability in the
organisation. It is inclusive of following elements like price, place, promotion, process, physical
environment and differed strategies (Lusch and Vargo, 2014). The price of the product is to be
decide in the economical manner so that most of the customer can willing to purchase. The place
should be decided accurately. Various kind of commodities in different market doesn't make any
kind of sense. In This manner, there should be effective team of employees and manager so that
they take various initiative in order to achieve long term objectives of the organisation. This kind
of activities are very helpful in manner to generating high volume of revenue (Cochoy, 2014).
Description on the basic plan with clear and effective objectives for Apple.
It is very essential to framed out because it provides direction to company. The planning
is to be done in manner to achieve long term objectivity of the organisation. In case of business
enterprise like Apple the main aim is to earn high amount of profitability so that firm can able to
maintain its brand image in market (Coffie and Owusu‐Frimpong, 2014). In this mode, the all
below plan should be framed as-
Executive summary- It is the initial stage in this overview of the plan is to be defined.
Company overview- This is the important stage in this the little introduction of the company is to
made so that customer can have idea about this.
Current marketing situation analysis- in this the situation based analysis is to be done in
manner to access the current situation in the market. It can be done with the help of following
methods like are as- Internal analysis, External analysis and swot analysis (Fill and Hughes,
2013).
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With the help of this kind of activities it is essential to achieve the target of market in stipulated
time.
Objective- in this stage the objective of the company is to framed in effectively manner. The
main aim of the Apple is to have effective marketing, customer satisfaction and organisational
growth etc.
Strategy- at this stage to attain such objectives the various kind of appropriate strategies is to be
framed in order to have higher amount of profitability.
Illustration 1: marketing
(Source: Christopher and et.al, 2013)
M4 Description on the detailed and evidence-based marketing plan.
The marketing plan of Apple is divided into for parts are as product, place, price and
promotion. This kind of strategy are very helpful in order to play effective role in corporate
market. It is also helpful in order to meet basic requirement of the customers. The apple is taking
various initiative with regard to bring modification in their product and services with the help of
this kind of activities the customer retention can be possible (Nykiel, 2007).
CONCLUSION
From the above report, it has been concluded that Marketing essential is very important
in order to keep business activities in smooth manner. It is considered as backbone to the
business enterprise. They give their major focus on the study of exchange relationship. The
process of exchange refer as advertising, promotion, communication, delivering and all other
kind of activities which relay within successful marketing techniques. The corrective
implementation has to be taken in order to find out the one corrective strategy. In manner to
achieve long term profitability and objective of the organisation it is very essential to frame
effective marketing plan. The plan should be design in manner to achieve organisation objectives
11

in corrective actions. The function of the marketing is to be performed by different manager of
the organisation in relation to different functional unit. The whole research is to be conducted in
well and effective manner. In this various components marketing-mix is inclusive of 7 elements.
It is very helpful in order to influence the customer so that they buy the commodities avail in the
market.
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