Essentials of Marketing and Business Research

The provided document contains a list of references related to essentials in marketing and business research. The references include books, journals, and articles that cover various aspects such as destination marketing, internet marketing, international marketing, and human resources management. The document is likely a collection of past papers or assignments for students in the field of business and marketing.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of the marketing function:.......................................................1
P2 Roles and responsibilities of marketing relate to the wider organisational context of Apple
Inc...........................................................................................................................................3
TASK 2............................................................................................................................................6
P3 Compare Apple Inc. and Samsung apply the marketing mix to the marketing planning
process to achieve business objectives:..................................................................................6
M3 Different tactics applied by Apple Inc. and Samsung:....................................................8
TASK 3 ...........................................................................................................................................9
P4 Basic marketing plan for Apple Inc.:................................................................................9
Marketing objectives of Apple Inc.-.....................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing essentials is a process for communicating, creating, delivering and exchanging
offering that have value for customers, partners, clients and society at large. On the other hand,
marketing is the management process for anticipating, identifying and satisfying customers’
requirements profitably. In Apple Inc., marketing is essentially used in different forms (Pike,
2015). Apple Inc. attracts their customers by offering the latest technological devices like
Iphones, Ipad, Laptops etc. Apple Inc. does marketing in different platforms. They are selling
their products to suppliers and they do marketing of those devices. In this report, it will elucidate
the roles and responsibilities of Apple Inc., marketing assistance and how they compare to
different organisation. In this, it also includes the marketing plans of Apple Inc.
TASK 1
P1 Roles and responsibilities of the marketing function:
Marketing functions- In this identifying the successful products for the marketplace and
promote those products by different techniques marketing functions mainly include the
marketing plans, products developments, market research, promotion, distribution for sale or
customers service.
Responsibilities of marketing functions- Marketing department has responsibility for
growing revenue, increasing market share and contributing to company growth and profitability.
They are also responsible for present the products according to customer’s reactions (Malhotra,
2015). Marketing functions help to understand the need of customers and also benefit to increase
sales of company.
Responsibilities towards enterprises- The marketing department is very responsible
authority to achieve the pre-determine goals of an enterprise. They responsible to increase the
growth of company and plane to organise, co-ordinate and control all the marketing activities.
 The marketing assistant is responsible for market research and deciding plus also
controlling the quantity and quality of production.
 They also responsible for planning the cost of the product and price fixation.
 As marketing assistant, they give advertisements and sales promotion for goods and
services.
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 They also control the credit policy of the firm and the cost of marketing activities.
 Marketing assistance arranges the after sales service and removes the problems of
consumers (Larson and Draper, 2015).
Responsibilities towards employees- In marketing department employees has the
responsibilities to provide them proper training. Other responsibilities of marketing department
as marketing assistant are-
 As a marketing assistant they understand their employee’s performance and give
solutions of employees.
 They present the co-ordinates activities different employees.
 Marketing department motivate their employees to development of the firm.
Responsibilities towards society- A marketing function son society defines the
promotional activities which defines the marketing methods.
 Marketing function include the advertisements, promotional ads for society.
 They also ensure the marketing products which benefit for society peoples.
 Marketing functions increase the employment opportunities.
 They protect society against the effects of economic slumps (Hair Jr and et.al., 2015).
Responsibilities towards customers- Marketing functions mainly involve the
customer’s responsibility.
 Marketing assistant study of customers’ needs and supply goods and services.
 They ensure the regular supply of good and services.
 They also examine the customers’ requirements and fulfil their demands.
Roles of marketing functions- Marketing functions roles to maintained the all the process
of marketplace and programs of marketing department. Marketing functions of roles in business
to increase the company target market and show the rates of market.
 Marketing plan- In Marketing functions, marketing assistant creates the marketing plan to
determine the marketing activities, their sales, promotions and distribution of products
etc. they should be carried out to achieve marketing goals (Stern and Porr, 2017).
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 Launch product- The main role of marketing function department to launch new product
and to attract new customers and retain old customers, marketing assistant study for
demands of customers into the market.
 Identifying potential markets- Marketing functions department increase and create the
demands of goods and services production by company. They also identified the potential
markets and also maintain the relationship among the existing markets for their enterprise
and its products.
Business-to-consumers- It refers business selling their products or services to
consumers. This could refer to individuals shopping for clothes for themselves at the mall, eating
dinner in a restaurant or subscribing to pay-per-view TV at home. B2C mainly refers the online
selling products to customers and earn profit. This model mainly determines that many people
are familiar to purchase an item online for own uses. Mainly, those products are available on
company website. It is a concept of selling company’s products to consumers with different
kinds of price. Apple Inc. mainly uses Business-to-consumers model; company directly selling
their products to another companies.
Business-to-business- This concept mainly refers the organisations selling their products
and services to other companies. It defines the products they offer to other organisations as
supportive need to succeed or get a leg up on the competitions. In the contrast, the business-to-
business model offer the raw material, parts or services companies need to boost profiles, from
manufacturing companies to retail environments. Example of business-to-business model is auto
mobile manufacturing. The business to business model mainly defines the products and service
mainly provides their companies to another companies.
P2 Roles and responsibilities of marketing relate to the wider organisational context of Apple
Inc.
In Apple Inc. marketing department responsible for each products promotions and
marketing they have following responsibilities-
 Market Research- Market research is key responsibilities for the marketing department.
Research helps to identify the market opportunities and latest trend in market it helps to
introduce the company’s weakness and strength. In Apple Inc., market assistance makes
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research on products what they try to present in the market and they try to understand the
needs of customers (Babin and Zikmund, 2015).
 Products development- Marketing department works with the external and internal
developments team to develop new technologies products. In Apple Inc. they always
develop those products which look unique to other organisations. They responsible for
develop those products which is advanced on technologies and provide advanced feature
to consumers.
 Communications- Marketing assistance is always responsible for communicate with
customers. In addition, it ensures the customers’ requirements and their needs. Apple Inc.
Assistant makes sure that products they provide that is based on customers need or not.
Depending on their available budgets, they may plan advertisements, develop e-mail
marketing programs, create promotional content for the organisation's website. For
communication to customer, they directly talk on company website (Brady, 2014).
 Sales support- Apple Inc. assistant improve the sales performance and growth of
business, they responsibilities to work on team and also prepares presentations for the
sales team. Teams with high-quality leads by running advertisements that include such as
telephone number, or company website to register their details.
Roles of marketing functions- Marketing department ability to maintain the customer
requirements and supplies good and services. Marketing assistant roles to manage all the
marketing processes. Following roles are-
 Innovate- Apple Inc. always suppressed their customers and to present various advanced
features products. Marketing department work on new techniques, customer’s retention
and improvements. Apple Inc. always makes to ensure that product previously they
present is customers likely or not and they present more effective product next time.
 Improves sales- Apple Inc. introduced with many techniques which improved their sales
increasingly. They try new technology's product and innovating them. Apple Inc. direct
interacts with customers to examine the lack of products and other information about the
products (Joel, 2017). They present advanced features and unique products timely.
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Marketing department knows the feeling of customers they know what products
customers can try or what is not.
 Define strategic plans- Main role of Apple Inc. is to define strategic plans for marketing
and they plan for involving new features in their products and present the products and
service according to customer’s satisfaction. Apple Inc. strategies are planned for the
long term. These strategic plan of the company and with other departments plans. They
may set the objectives for the company.
 Manage marketing budgets- The crucial role of marketing assistant is to manage the
marketing budget of company. These define the company profile. Apple Inc. timely
defines the company budgets.
SOSTAC Model- Company mainly determines this model, SOSTAC system covers the
structure and comprehensive plan. It defines step by step process plan.
 In this, S refers the situation analysis.
 O refers the Objectives.
 S stands for Strategy.
 T refers to Tactics.
 A determines to Action.
 C defines for Control. Roles and responsibilities of marketing in the context of marketing
environment using Apple Inc.:
Marketing environments refers the force and factors affects to maintained a successful
relationship. It includes the internal and external factors that surrounded the business and
influences its marketing operations. Internal factors are customers, retailers, shareholders or
distributors etc. and the external factors such as social, legal, political, technological, economic
etc (Potter and et.al., 2018). Roles and responsibilities of those factors contact of Apple Inc. It
defines the responsibilities on specific person or organisation like suppliers, employees, retailers.
Or roles is determines the Apple Inc. planing, organising and process for those external factors.
Apple Inc. always pointed their externals factors. This is because those factors mainly force on
various organisations. Significance of interrelationships between marketing and other
functional units within Apple Inc.:
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The interrelationship between marketing and other functions has been increasing and
receiving attention of the discipline, these relations determine the quality movements of
organisation. In Apple Inc., it examines all the impacts of quality movements, services,
expansion and evolution of marketing. On the other hand, Apple defines the relations and
maintained their profit to their services. Marketing functions mainly faced the challenge of the
market place, sometimes marketing department avoid the customers need and their demands that
problems they faced in the market. Customers avoid their products and go with competitors’
products. The relationship between marketing and other functions tell the ordinates of marketing
between organisations and sales departments.
TASK 2
P3 Compare Apple Inc. and Samsung apply the marketing mix to the marketing planning process
to achieve business objectives:
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Marketing mix Apple Inc. Samsung
Product Apple Inc. design a products
like Ipad tablets, Mac
desktops, Iphones,
smartphones, personal
computer. The company also
generates the revenues via
iTunes and the iTunes stores,
Mac app stores, iClouds and
apple pay. Apple Inc. also
develops IOS and OS
operating system's software
and applications software as
iLIFE AND iWork.
The company Samsung design
electronics products. Mainly
company designed the mobiles
phones, home appliance and
device solutions. Their
signature product is mobiles.
They present yearly a new
model with additional features
and attractive price.
Place Apple provide their products
to all world on every countries
because their business increase
very efficiently and their apple
Inc. provide their products in
whole world. Their stores are
available in all the world so
people can easily buy their
products (Baker, 2014).
Samsung sales bases on the
multinational electronics
company. Samsung have 158
stores in Korea. They also
present the online sales and
Samsung have many stores in
India and they also give online
facilities nod home delivery
service to customers.
Price Apple Inc. mainly provides
high quality and high range of
products to the customers.
Their product features a
quality id different to other
organisations’ products.
Samsung pricing strategies
determines depending on the
product range. And the time of
the product launch.
Promotion Apple do promotion to their Samsung do promotion to their
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products on gives
advertisements on television,
social media's. To defines
their products features and
their functions.
products on their websites and
selling their products to social
sites and also give
advertisements on social
media's.
People The employees at Apple stores
they solve the customer’s
queries about the products and
provide better information
about the product.
Employees of Samsung stores
they provide the exact
information about the products
and also present the products
according to the customers’
requirements.
Physical evidence(packaging) Apple has wonderful stores
that have class apart and gives
a customer's total delight.
Their website have numbers of
their products present and
their details also mention on
them(Dąbrowska and
Podmetina, 2018).
Samsung mostly present their
new product on their website
and also defines all the details
about the products.
Process Process of Apple Inc. includes
the simplicity of product and
has factories across the world.
Samsung process determines
distribution of their services to
customers and their product
varieties.
Different tactics applied by Apple Inc and Samsung:
Apple Inc. Samsung
Apple relies the most completely difference
strategies first is products placement.
Samsung strategy worked on latest product
present.
Apple strategies to make market reputations Its main aim is to present the latest electronics
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and increase their popularity. models.
Apple Inc. include has repeatedly taken the top
spot for its brand equity and has a cult
following since ages.
Samsung strategy was to build something
similar to another company but make better
and faster at lower cost.
Apple aims to develop unique products that
have advanced features in the products
according to other companies’ products.
Samsung has the most important strategy to
develop new features in very new products that
they present in the market.
TASK 3
P4 Basic marketing plan for Apple Inc.:
SWOT analysis of Apple Inc. - Apple SWOT analysis reveals the company’s internal
strengths and weakness or opportunities and threats. Those are explained as follows-
Strengths Weakness Opportunities Threats
 Apple Inc.
main strengths
increase their
brand
awareness and
create stronger
demands for
the company
products.
 Apple has
strong
distribution
channels which
help to increase
company
growth and
 Its main
weakness is
interdependenc
e on the sales.
 In India, their
distribution
channels are
weak more than
other countries.
 They always
present highly
cost products
so lower people
cannot afforded
company
products.
 Apple has
opportunities
to expand their
mobile
payments
market.
 Apple adopts
the mobile
enterprise app
marketing.
 Apple has
opportunities
to gain the
tractions as
more business
shift towards
Apple faced main
threats of risk of data
breaches.
Most threats to storing
U.S. Dollars.
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their
popularity.
 Their brand is
unique to other
industries so in
the market
company have
numbered one
position on
quality product
(Wirtz and
et.al., 2014).
 They always
present high
cost products
because it
established
high features
products.
buying
subscription-
based
software.
Pestle analysis of Apple Inc.-
Apple is one of the most visible and recognisable customer’s electronic brands of the
world. PESTLE analysis of Apple recommends that its high performance is linked to the
company effectiveness. The apple pestle analysis include the various factors such are-
 Political factors- In the political factors, Apple is one of the number one American
technology company that has a large amount of cash. Apple could become the target of
growing nationalism and anticipating and could reduce its market share.
 Economic factors- Apple Inc. mainly increased the labour cost in china and take away the
cost advantages of some apple products. Economic factors also define the city people
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condition how they adopt new products and services of organisations. It is because most
of the people never adopt the high levels services and products.
 Social factor- In the Apple Inc. they present against expensive and stylish products
among some customers in the United States and Europe. They also present attractive
products and numinous features products for their countries people. They ensure the
countries people demands and their test.
 Legal factors- Apple Inc. provide the legal products to consumers. And they also provide
the warranty services to customers. And complete all the legal formalities with
organisation and with products.
 Environmental factors- Apple Inc. the biggest environmental issue Apple is the disposal
of used or non-working electronic devices. Company know the people friendly products
so they present the products according to people test. (Koch, 2015).
Marketing objectives of Apple Inc.-
 To Apple Inc. offers premium products at premium process still maintaining 4%.
 To changing technology behind the biggest companies 6%.
 To expand the national wide chain 7% globally.
 To increase the profit margins 10%.
Vision of Apple Inc. Apple vision is creator of change in this world. Apple vision
statements clearly state their long term goals for the future. Apple vision is being the best
designing and manufacturing electronic devices in the world.
Goal of Apple Inc. - Apple Inc. goal is to sell products and services within tight times
frames, and their cost they present the best possible value products and services to customers and
best quality products to the customers.
Mission of Inc. - Apple mission to design Macs the -best personal computers in the
world. Their mission is to increase their business being the largest brand in all the world. There
mission to successful as one of the most valuable companies in the world (Griffitts, 2016.).
Marketing programs-
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Marketing programs Descriptions Duration
Digital marketing Apple Inc. includes digital
marketing via emails, website,
social sites etc.
2 times in month.
Advertisements Apple mainly gives
advertisements on television,
their own websites and social
media and other promotional
websites.
2 days in week.
Newspaper Apple Inc. promotes their
products to gives ads on
newspapers.
2 times in week.
Monitoring and measurement techniques of Apples Inc. -
Monitoring refers to Apple product's developments company ensure before development
they examine all the industry products and make sure the products make is unique from other in
industries or not, their features is advanced or not. Measurement refers to the techniques during
product’s development. The products what the company develop are according to customers’
needs or not and according to their reactions or not is taken into consideration in this method.
CONCLUSION
In this report, it is concluded the marketing essential in any industries it depends on
company reputations and company's growth. This report defines Apple Inc. roles and
responsibilities and their marketing strategies as the company increases their brand on electronic
industries. In this report, it also determined the 7ps of marketing mix of Apple Inc. and how they
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increase company growth (Hada and Ashawat, 2014). It also defines the marketing plan of Apple
Inc. and involves its SWOT analysis, PESTLE analysis and marketing programs or goals,
mission and vision of Apple Inc.
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REFERENCES
Books and Journals
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Brady, D.L., 2014. Essentials of international marketing. Routledge.
Dąbrowska, J. and Podmetina, D., 2018. Roles and responsibilities of open innovation specialists
based on analysis of job advertisements. Journal of Innovation Management.5(4).
pp.103-129.
Griffitts, M., 2016. Human resources marketing and recruiting: Essentials of internship
management. Handbook of Human Resources Management. pp.103-118.
Hada, N.K. and Ashawat, M.S., 2014. Post-marketing Surveillance Studies on the Paediatric
population Associated with Vaccination. Research journal of Pharmacology and
Pharmacodynamics. 6(1). p.50.
Hair Jr, J.F and et.al., 2015. Essentials of business research methods. Routledge.
Joel, L.A., 2017. Advanced practice nursing: Essentials for role development. FA Davis.
Koch, K., 2015. Training and Qualification: Essentials of Team Development. Handbook of
Human Resources Management. pp.1-24.
Larson, J. and Draper, S., 2015. Internet Marketing Essentials: A Comprehensive Digital
Marketing Textbook.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Potter, P.A and et.al., 2018. Essentials for Nursing Practice-E-Book. Elsevier Health Sciences.
Stern, P.N. and Porr, C.J., 2017. Essentials of accessible grounded theory. Routledge.
Wirtz, J., Tuzovic, S. and G. Kuppelwieser, V., 2014. The role of marketing in today's
enterprises. Journal of Service Management. 25(2). pp.171-194.
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