Marketing Essentials: Concepts, Processes, and Strategies

This article discusses the evolution of marketing concepts and processes, the role and responsibilities of a marketing manager, the interrelation of marketing with other functional departments, and the value of marketing in an organization. It also includes a briefing paper comparing how two different organizations apply the 7Ps marketing mix and a marketing plan with goals, objectives, and tactical action plans.

2 – Marketing Essentials
Modification
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Unit Number and Title Unit 2 – Marketing Essentials
Credit Value 15 Unit Level 4
Project Title Marketing Concepts and Internal Relations (Part 1)
Marketing Strategy and Application (Part 2)
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Statement of Authenticity:
I certify that the work submitted for this unit is my own and the research sources are fully
acknowledged.
Learner Name: Date:
Table of Content
Assessment Part 1
1.0 Introduction p2
2.0 An overview of the different marketing processes p2
3.0 An Explanation of the role and responsibilities of a marketing
manager in the context of the organization p3
4.0 An analysis of how marketing influences and interrelates with
other functional departments of the organization p3
5.0 An analysis of the value and importance of the marketing role in
the context of the organization p4
6.0 Conclusions p5
References p5
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1.0 Introduction
The marketing idea showed up after a progression of different directions that
showcasing organizations went through during the 20th Century. At first there was
manufacturing direction where a company centered upon the technique of assembling.
At that point there was a product orientation where a business is not just centered
around the creation measures yet in addition upon the quality and allure of a specific
item. At that point advertising organizations advanced to a selling or deals direction
whereby items will proactively be sold dependent on highlights as opposed to the
advantages to the individual client and their necessities. Consequently, the appearance
of a market orientation which supports our showcasing idea, where needs and demands
are fulfilled through the conveyance of significant worth to fulfilled clients. (Moorman
C.,1990) The following are a few meanings of the showcasing idea which exhibit the
broadness and extent of the term. “Implementation of the marketing concept [in the
1990’s] requires attention to three basic elements of the marketing concept. These are:
customer orientation; an organization to implement a customer orientation; long-range
customer and societal welfare.” (Cohen, 1991) The concept of marketing is a
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philosophy. It makes the client and the fulfilment of their necessities the point of
convergence of all business activities. (Moorman C.,1990) It is driven by ranking
directors, enthusiastic about delighting their clients.
2.0 An overview of the different marketing processes
The marketing starts with the research directed by the advertiser. The advertiser
conducts exploration to discover the necessities of the clients. He attempts to
comprehend what client needs to purchase, when they are probably going to purchase,
in what amount they will purchase, what price they will actually want to pay, and so
forth. Based on this examination the item is designed. The advertiser additionally leads
exploration to discover for what reason the client is purchasing the item, regardless of
whether the item is purchased as a need or for style for instance, any sort of shoes will
be liked by the client to protect his feet, yet a branded pair is picked for style. As
indicated by the exploration report the advertiser plans the label, brand name, packing,
and so on. The examination of the item is additionally directed to choose the different
limited time procedures of media to promote the item.
3.0 An Explanation of the role and responsibilities of a
marketing manager in the context of the organization
A marketing manager is the center of deals authoritative. He occupies a place of great
importance. The obligations of a marketing manager differ widely from one company to
another, depending on the size and nature of business. A marketing manager needs to
anticipate the long reach sales activities. It includes choices with respect to area of
marketing, nature, and number of items to be delivered and the business strategy to be
adopted. (Lamb, 2012) Sales planning help in giving data of anticipated sales, incomes,
and costs. Marketing manager, alongside preparing departmental heads, is to anticipate
preparing new employees and continuing training as supplemental classes for the
current employees for giving data about activity of business, house policies, worker's
arrangement of pay and advantages, mechanics of making deals, credit, and collection
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procedures and so forth. Control of sales activities involves a focal spot in the program
of marketing management. Direct contact with the sales reps gets backhanded by
correspondence. Control technique includes defining authority, timing his activities, and
so on. (Kotler and Armstrong, 2018)
4.0 An analysis of how marketing influences and
interrelates with other functional departments of the
organization
“Marketing is not only much broader than selling, but also not a specialized activity at
all. It encompasses the entire business. It is the whole business seen from the point of
view of the final result, that is, from the customer's point of view. Concern and
responsibility for marketing must therefore permeate all areas of the enterprise." (Peter
Drucker, 1966) What is significant, accordingly, is that the product addresses client’s
issues. Although the advertising capacity is typically done by a particular group of
people, promoting thinking should pervade the whole association. Building up a viable
advertising plan will require close connections with other practical zones of the
business. Branding implies giving an exceptional name to the product. Organizations
may choose to sell the item in organization's name, or they may choose an uncommon
brand name for their items. For instance, Coca-Cola, Samsung, etc. are utilizing
organization's name as brand names while WhatsApp, Instagram, and so on are
uncommon brand name chose by company. The brand name should be chosen
cautiously as the client's dependability relies on the brand name.
5.0 An analysis of the value and importance of the
marketing role in the context of the organization
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There are numerous potential inward and outer impacts which shape and impact the
marketing objectives of a business. Likewise, with every one of the functional areas,
corporate goals are the main internal influence. An advertising objective ought not clash
with a corporate goal. The financial situation of the business (profitability, income,
liquidity) straightforwardly influences the extension and scale or advertising activities.
For an administrations business specifically, the quality and limit of the workforce is a
critical factor in influencing marketing objectives. An inspired and very much prepared
labor force can convey market-leading customer support and efficiency to make a
serious marketing advantage. Activities has a critical task to carry out in empowering the
business to compete on cost (proficiency/efficiency) and quality. (Moorman C.,1990)
Effective capacity management has an impact in deciding if a business can accomplish
its income goals. For example, a marketing orientated business is continually searching
for approaches to address client issues. A production-orientated culture may bring
about administration setting ridiculous or insignificant marketing destinations. The key
market elements are market size, development, and division. Changes in any of these
without a doubt impact showcasing goals. A market whose development eases back is
less inclined to help a target of critical income development or new product
development.
6.0 Conclusions
Taking everything into account, compelling marketing techniques and correspondence
are crucial for building connections between staff individuals and between levels of
employees, both on an expert and social level are fundamental for the development of
the organization. The academic discipline of marketing has center ways of thinking,
where promoting is viewed as either a way of thinking or as a capacity. Where
promoting is viewed as a way of thinking, the advertising idea is installed in
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administration thought. With the elective view, where promoting is a capacity inside a
business, marketing is viewed as a division, similarly as bookkeeping or faculty.
References
 Micu D., Ifrim L., Daraban C., Purdescu C. (2012) Marketing and its relationship
with other business activities. (online) Available at:
http://www.sanandres.esc.edu.ar/secondary/marketing/page_14.htm. [Accessed 12
Mar. 2021].
 Lamb, C.W., Hair, J.F. and McDaniel, C.D. (2012). Essentials of marketing. Mason,
Ohio: South-Western Cengage Learning. [Accessed 12 Mar. 2021].
 Moorman C.(1990) The role of marketing (online)
https://doi.org/10.1177/00222429990634s117 [Accessed 12 Mar. 2021].
 Mahea T. (2014) The Role of Marketing in Organizations (online)
https://www.linkedin.com/pulse/20140915080650-84228363-the-role-of-marketing-
in-organizations-by-timothy-mahea[Accessed 12 Mar. 2021].
 Drucker, P.F. (1992). Managing for the future : the 1990s and beyond. New York:
Tuman Talley Books/Dutton.
Table of Content
Assessment Part 2
Section A: Briefing Paper p-p7
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Comparing how two different organisations within the same
competitive market apply the various elements of the 7Ps marketing
mix p7
How the marketing mix is applied to achieve business objectives,
relating to the two chosen organisations p9
Section B: Marketing Plan p11
Marketing goals and objectives based on marketing mix
analysis/situation analysis p11
7Ps marketing plan p11
Tactical action plan p13
Measures for monitoring and evaluating progress p14
References p15
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Section A: Briefing Paper
Comparing how two different organisations within the same
competitive market apply the various elements of the 7Ps
marketing mix
In this part I will dissect two distinct companies in the same industry on the 7Ps of
marketing mix. The companies that I picked are Apple and Samsung. Apple, Inc started
from the fellowship and shared interests of Steve Wozniak and Steve Jobs. The Two
worked together in the improvement of the "Apple I in the mid-1970s. The Apple I was a
stride in front of most PCs of the time including a utilization of a TV as a presentation
framework and a tape interface for recording programs.
Subsequent to acquiring financing for the improvement of Apple II, the Apple Computer
Company was formed in 1970.As the development of home PC use developed, Apple
developed with it. In 1980 the organization gave its first sale of stock of speculation
stock. Apple next presented the MacIntosh Computer in 1983 during the Super Bowl.
(Isaacson W.,2011) The PCs work area distributing highlights gave the establishment to
future developments that have gotten standard for the organization. Today Apple, Inc
has in excess of 147,000 workers. Apple reported monetary outcomes for its financial
2020 final quarter finished September 26, 2020. The Organization posted record
September quarter income of $64.7 billion and quarterly profit per diluted share of
$0.73. Global deals represented 59% of the quarter's income (Isaacson W.,2011).
 Product
The products that are best identified with Apple includes following: Mac
computers (iMac, Mac Mini, MacBook, MacPro, MacBook Air, and MacBook
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Pro). iPod portable digital media players, iPhone smartphones, iPad tablets.
Apple Watch smartwatch, Apple TV, Operating systems (OS X and iOS), iTunes
(media player), Safari, iTunes Music Store, App Store (for Mac and iOS), iCloud.
 Price
Since 2007, iPhones and all smartphones have become progressively expensive,
yet given the flexibility that phones have accomplished in that period, it is anything
but an embellishment to say that the ascent in cost was normal. The most Premium
iPhones have a value range from $1200 to $1400.
 People
Some ensured Apple specialist organizations offer extra administrations past fixes
and parts, for example, for example, information move, information recuperation,
redesign administrations, and on location arrangement and establishment. Each
Mac, iPod, iPhone, and display comes with telephone technical support for 90 days
after your buy and a one-year restricted guarantee. The AppleCare Security Plan
expands your administration inclusion and gives you one-prevent administration and
backing from Apple specialists.
 Processes
Apple changes over new clients and gets their dependability through a corporate
accentuation on client support. Apple tries to draw in its objective market through
intense advertising occasions (like the MacWorld Expo) just as promoting symbolism
which acquires from contemporary modern art.
 Place
The Apple Consultants Network incorporates autonomous expert specialist co-ops
and innovation counseling firms that have some expertise in Apple and outsider
arrangements. Confirmed on Apple advancements, these suppliers follow through
on location innovation administrations and backing to home clients and
organizations, all things considered. Apple specialist organizations are affirmed
experts, who complete customary Apple preparing and evaluations, and offer fix
administrations, and restrictive admittance to authentic Apple parts. They are
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situated in Asia/Pacific, Africa, the Center East Europe, and Latin America. Apple
has more than 500 retail locations overall including the US, UK, and Canada.
 Promotions
Apple, Inc approved Instructional hubs are situated all through the U.S. each gives
guidance in Macintosh frameworks, Mac OS X, and Apple's expert applications. A
wide scope of certificate tests and courses offer imaginative learning openings for IT
and innovative experts, teachers, and administration professionals—conveyed solely
by Apple Certified Trainers. The Apple Experts Organization site gives a pursuit
instrument permitting guests to find close by guaranteed Macintosh item advisors in
the U.S, Canada, and various worldwide areas. Apple has packaged back-to-school
offers, including some aimed at college students.
 Physical Evidence
Apple Inc’s main website is located at http://www.apple.com
The Apple logo has evolved from its original depiction of Sir Isaac Newton under
a tree to the memorable rainbow apple to the present blue Apple with a bite
taken out.
How the marketing mix is applied to achieve business
objectives, relating to the two chosen organisations
Marketing mix has to be applied successfully to all the companies in order for them to
achieve their objectives and goals. These details show how world class product can
change the period of organization topsy turvy. Apple dispatched iPod in October 2001,
iPhone in June 2007 and afterward iPad at long last in April 2010. Also, they continued
delivering improved variant of these item individually consistently. Indeed, from this we
can say that Apple has been spend significant time in these 4 business systems:
Making best UX through vertically coordinated model, building easy to use stages for
content and applications across Apple gadgets, Growing the organization of
organization claimed retail locations. (Isaacson W.,2011) Apple's hierarchical culture
has the essential qualities to guarantee the organization's driving situation on the
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lookout. Nonetheless, this hierarchical culture additionally presents a few difficulties to
Apple in streamlining its HR. Apple's authoritative culture includes an approach of
choosing simply the most amazing aspect the best laborers. Steve Jobs was known for
fire workers who did not live up to his desires level. This custom in Apple's hierarchical
culture proceeds under Tim Cook. Apple representatives are chosen for their insight,
abilities, and innovative capacities. The association's hierarchical culture features the
significance of inventiveness. Representatives who work being developed cycles and
item configuration are interestingly innovative. Apple's hierarchical culture is additionally
exceptionally creative. Truth be told, Apple is much of the time evaluated as quite
possibly the most imaginative organizations on the planet. Steve Jobs created Apple to
have an authoritative culture of privacy. This privacy is essential for the organization's
technique to limit theft of remedial data. After recruiting, Apple representatives’ consent
to this authoritative culture of mystery, which is reflected in the association's strategies,
rules, and business contracts. Apple Inc. has an enormous weakness in terms of its
completion, it has established in each major advanced peripheral various organization
from various areas can dispense with apple as their opposition if apple does not stay
dynamic in that specific area, Apple is probably going to lose the race in the versatile
market because of its more costly telephones instead of less expensive telephones
given by Google and Samsung. In the Portable area Apple's fundamental rivalry are
known to be Samsung and Google, both of these organizations offer less expensive
choices contrasted with Apple's gadgets. In the product race additionally, Apple has a
tremendous disadvantage because of its Apple store. Android market is multiple times
vaster than iOS market which fills in as a tremendous weakness to Apple. (Holmes
J. ,2020) The primary opponent to the iOS store is the Google Play Store, which is
considered to be more engineer well disposed, Microsoft is another contender yet
because of its low notoriety in the market it does not represent a danger to the iOS store
at present. Apple's primary rivalry were and are Microsoft and IBM in the individualized
computing area yet through these previous years Apple has made an immense rebound
and is prepared to take on both of these monsters together. Apple has consistently
been moved by the opposition offered by Microsoft, IBM, HP, and Dell in the Processing
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area and since iPhone and iPad has been dispatched the opposition has gone totally to
another level.
Section B: Marketing Plan
Marketing goals and objectives based on marketing mix
analysis/situation analysis
As far as innovation, Apple throughout the previous 35 years has supported a vertical
model, and the model highlights both a coordinated hardware-and-software approach.
At the point when one organization controls the final result just as its segment parts is
named as Vertical integration.(Singh, G. ,2018) For an occasion we can take, iPhone
and iPad gadgets they have hardware and programming both planned by Apple. Apple
has established the tone for portable registering because of this incorporation itself. "
Companies can emulate the Apple model, but it will not happen overnight," expressed
by Lawrence Hrebiniak, who is a Wharton the executives educator. The entire world
thought about the Apple's joining endeavours when they uncovered the third-age iPad
by the organization. Centre licensed innovation that incorporate framework plan,
semiconductors, battery science and programming coming about because of the vertical
joining is a direct result of Apple's proprietorship.(Holmes J. ,2020) The highlights of the
item like force utilization have been progressed by the workers unequivocally in light of
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the fact that Macintosh controlled the parts which are utilized to make up the iPad.
Expansion in its piece of the overall industry on account of Apple's triumphs in
innovation. It is the organization's control of environment that is wanted by the Apple's
rivals. It is significant for an organization to recognize an inspiration to deal with the
interface among equipment and programming of the item and a longing to deal with
one's environment.(Singh, G. ,2018) Apple over and over continue accompanying a
more up to date form of its past models just to make a more consistent client experience
and it makes the clients to put more in Apple items. As per the study of investigators
Apple's product environment is the key which is driving sales long term.
7Ps marketing strategy
The marketing mix is quite possibly the most acclaimed promoting terms. The marketing
mix is the strategic or operational piece of a showcasing plan. The advertising blend is
likewise called the 4Ps and the 7Ps. The 4Ps are price, place, product, and promotion.
The administrations showcasing blend is likewise called the 7Ps and incorporates the
expansion of process, people, and physical evidence. The sound displaying plan of
Apple is utilizing 7P's of marketing mix is as per the following:
 Process: There are various view of the idea of cycle inside the business and
advertising writing. Some consider cycles to be a way to accomplish a result, for
instance – to accomplish a 30% market share an organization carries out an
advertising arranging measure. Anyway, in actuality it is more about the client
interface between the business and customer and how they manage each other
in a progression of steps in stages, for example all throughout the process.
 Product: For some, an item is basically the unmistakable, actual thing that we
purchase or sell. You can likewise consider the item elusive for example some
help.
 Price: The organization's objective as far as cost is truly to decrease costs
through improving assembling and proficiency, and in particular the advertiser
needs to build the apparent estimation of the advantages of its items and
administrations to the purchaser or shopper.
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There are numerous approaches to value an item. We should examine some of
them and attempt to comprehend the best arrangement/system in different
circumstances.
 Promotion: Promotion includes the entirety of the devices accessible to the
advertiser for marketing communication. Similarly, as with Neil H. Borden's
marketing blend, advertising interchanges has its own advancements blend.
While there is no outright concession to the particular substance of a showcasing
interchanges blend, there are numerous advancements components that are
regularly included like deals, publicizing, sales promotion, advertising, direct
promoting, online correspondences, and individual selling.
 Place: Place is otherwise called channel, circulation, or middle person. It is the
instrument through which products and additionally benefits are moved from the
manufacturer/service provider to the client.
 People: People are the main component of any service or experience. Services
will in general be created and consumed at a similar second, and parts of the
client experience are adjusted to meet the individual necessities of the individual
burning-through it.
 Physical Evidence: Physical Evidence is the material piece of a help. Carefully
talking there are no actual ascribes to an assistance, so a purchaser will in
general depend on material prompts. (Singh, G. ,2018) There are numerous
instances of actual proof, including a portion of the accompanying structures,
gear, signs and logos, yearly records and business reports, leaflets, your site,
and surprisingly your business cards.
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Marketing plan for the Apple:
Overview of the Apple
Apple is operating its business operation as a multinational technology company which is
having specialisation in computer software, computer electronics and online services. This
organisation is world's largest technology company which is operating in computer hardware,
computer software, consumer electronics, cloud computing, digital distribution, media, financial,
technology, retail, artificial intelligence and many other industrial segments. This organisation
was founded in the year 1976 and is currently having 5.2 retail stores worldwide. This
organisation is operating their business operations with more than 150 lakh employees and offer
high quality services to consumers around the world.
Vision:
Apple is operating their functioning with the vision statement which states “to make the
best products on earth and to leave the world better than we found” through this vision statement
company is aiming towards delivering qualitative products and services to their customers.
Mission:
Apple is offering services to its customer with a vision statement “to bring the best user
experience to its consumers through its services innovative hardware and software with its
mission statement. Company is offering high quality services to customers through their physical
as well as online store by emphasising upon convenient selection and price.
Marketing objectives:
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 Apple effectively conduct their business operations with the format a motive to fulfil
organisational goals in order to maximise overall organisational stress up to 14% in
upcoming 7 months.
 Power of the most effective objective of Apple is to be more innovative in order to bring
unique technology products to customers around the world.
 Apple is having objective to undertake advantage of creativity and effectiveness in order
to maximize the effectiveness of their production process and bring high-tech
advancements in organisation in next 6 months’ time period.
 To develop new Apple iPhone with maximum use of artificial intelligence as to maximise
overall organisational shares by 30% in upcoming 4.5 years.
STP:
STP acting as an effective process through which per company can develop marketing
planning according to the organisation desirability and needs and wants of consumers. By taking
advantage of STP Apple can segment their wide range of product in an effective manner.
Segmentation:
As per this segmentation process company will effectively able to make characterization
of their merchandise in order to satisfy consumers in an effective manner that can be effectively
achieved by emphasizing upon certain factors that include geographical, psychogeography,
demographic and behavioural approach. In terms with Apple company mainly segmented their
product range as per demographic aspects.
Targeting:
Within this factor organisation target particular set of consumers range from which they
are expecting maximum advantage and high rate of return. In terms with Apple company is
putting that target range on young generation youngsters and business executives.
Positioning:
According to this factor company mainly engage in the procedure of attracting large base
of customers in order to promote their product at high scale. In order to position their product in
market segment company will take advantage of social media advertising.
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Marketing Budget
Particulars First year Second year Third year Fourth year
Initial money 7000 4000 5000 5000
Investment 11000 10000 8000 4000
Total 17000 14000 13000 9000
Marketing outlay 17000 3000 2000 7000
Promotion 4000 1000 3000 2000
Sales publicity 3000 3000 2000 2000
Direct selling 6000 3000 2000 1000
Total 30000 10000 9000 12000
Tactical action plan
Apple should open the Macintosh design in future to driving PC producers — like Wang,
AT&T or DEC. It would help grow the stage and guarantee Apple's standing as a
mechanical trailblazer. In the event that Apple is removing their client's capacity to
accomplish something, they assume the outright obligation of doing it for their clients.
Apple's separation system has brought about the gigantic accomplishment of its items in
the previous decade however now another market of cost administration is rising,
particularly in the east. Apple needs to keep a harmony between the two.(Singh, G.
,2018) A brilliant move for apple could be dispatching a relatively less expensive lower-
end iPhone as there are a great deal of important business freedoms to be acquired at
the low end. The most concerning issue Apple faces today is the items it is making are
perhaps not the items that group of people yet to come need. So, they need to move
their item technique to fulfil the needs of future purchasers.
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Measures for monitoring and evaluating progress
Apple's hierarchical construction is powerful in supporting business execution to
guarantee initiative in the business. Notwithstanding, further changes in this hierarchical
construction can help improve Apple's capacities, particularly nearby fast and
imaginative advancement, and plan. Most significant characteristics of Apple’s
organizational structure: Wheel and Spoke hierarchy, Function based grouping, Product
based grouping. A bird's-eye perspective on Apple's hierarchical construction shows
extensive progression. Previously, Steve Jobs settled on every one of the significant
choices. Notwithstanding, under Tim Cook's initiative, Apple's authoritative design has
marginally changed. There is presently more joint exertion among various pieces of the
organization, for example, programming groups and equipment groups. The upper level
of Apple's hierarchical construction has work based gathering, which is a component
gotten from the useful kind of authoritative design.(Holmes J. ,2020) Every senior VP
who reports to Tim Cook handles a business work. The lower level has item-based
gathering. Beneath the senior VPs, there are numerous VPs for various yields or items.
For instance, Macintosh has a VP for iOS applications, a VP for iPad, and another VP
for purchaser applications. This part of the authoritative construction empowers Apple to
address explicit items or item segments.
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References
 Holmes J. (2020), Apple Marketing Mix. (online) Available at:
http://www.marketingteacher.com/apple-marketing-mix/ [Accessed 18 Mar.
2021].
 Isaacson W.(2011), Steve Jobs: The Exclusive Biography (online) Available at:
https://www.amazon.com/Steve-Jobs-Walter-Isaacson/dp/1451648537 [Accessed
12 Mar. 2021].
 Apple Newsroom. (2020), Apple Reports Fourth Quarter Results. (online)
Available at: https://www.apple.com/newsroom/2020/10/apple-reports-fourth-
quarter-results/.[Accessed 12 Mar. 2021].
 Singh, G. (2018). PROJECT NAME: Apple Inc. (online) Available at:
https://www.academia.edu [Accessed 12 Mar. 2021].
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