Marketing Essentials Essay

This essay explores the importance of marketing in business success, analyzing the roles and responsibilities of marketing functions, the interrelationship between marketing and other departments, and the marketing mix of Apple and Samsung. It concludes with a basic marketing plan for Apple, incorporating SWOT analysis, target market segmentation, and budget allocation.

MARKETING
ESSENTIALS

INTRODUCTION.....................................................................................................................................3
MAIN BODY...........................................................................................................................................3
P1 Roles and responsibilities of marketing functions........................................................................4
P2 How Roles and responsibilities of marketing department are interrelated with wider
organisational context........................................................................................................................6
P3 Marketing mix of two different business organisations................................................................8
P4 Produce a basic marketing plan for Apple..................................................................................12
CONCLUSION.......................................................................................................................................14
REFERENCES....................................................................................................................................15

INTRODUCTION
In present scenario, marketing plays a crucial role in growth and success of every
business association; it’s a movement of goods and services, procedures for making,
conveying and trading of a firm’s offerings that have worth clients, accomplices, and society
at large. It furnishes necessary data or information to administration related with anticipating
future programmes. It gives profitable information by directing examination and numerous
different projects. In multinational business associations, it is the responsibility of marketing
department is ensure about quality, cost and forms of distribution channels towards delivery
of goods at several regions. It ensure that people are getting qualitative and value added
products as well as those offerings are satisfying their needs and wants in the best possible
manner (Dibb and Simkin, 2013). The present coursework is based upon Apple, it’s an
international technology company which formulates, develop and sells computer software,
electronics and online services. In order promote itself at global level, the firm always thinks
to improve its advertising strategy and make it more innovative than earlier. Apart from this,
the report will be describe various roles and responsibilities of marketing functions and how
marketing department is interrelated with other functional units of the company. It is essential
to conduct marketing mix while preparing marketing plan for the firm.
MAIN BODY
Apple Inc., is chosen for this entire study, it world’s largest information technology
company in terms of revenues. The firm was founded in 1977; it offers mobile
communication, personal computers, laptops, media devices and portable digital music
players. In addition, to this the firm also sells wide range of software, accessories, networking
solutions as well as third party digital context and applications. iPhone is the Company's line
of smartphones based on its iOS operating system. iPhone includes Siri, a voice activated
intelligent assistant, and Apple Pay and touch ID on qualifying devices. Apple Inc., provides
its services over the world by having 500 retailing stores. The overall revenue of the company
is US$229.234 billion whereas its total operating income is US$61.344 billion. There are
over 123,000 are presently working with the organisation. Beside this, Apple is following
traditional hierarchal organisational structure but as per the time changes management has
made some changes in its working styles which suits market and industry demand. The
organisational structure of the company enables it to make innovations rapidly and helps in
high market growth and success.

P1 Roles and responsibilities of marketing functions
Marketing is a key administration aspect that empowers the makers of merchandise
and enterprises to translate client needs, needs and wants and afterward coordinate, or surpass
them, in conveyance to their objective buyers. It is consequently a continuous procedure that
places the buyer at the focal point of all exercises and influences each part of a business
(Lamb, Hair and McDaniel, 2011). It is process that is responsible for identifying,
anticipating and satisfying customer requirements profitably." Apple Inc., conducts effective
marketing and promotional campaigns in order to attain and retain its customers; the firm has
wide client base which helps it in raising sales and profitability over the world.
Nature of marketing –
 Marketing generates four parts of utilities, i.e. time, place, form and possession. All
these components helps in attaining and retaining customers for long term period and
build up strong public relations as well.
 Marketing is a goal oriented activities, it tries to accomplish benefits for sellers and
buyers both in terms of fulfilling individual desires. A definitive objective of
marketing activities is to produce benefits which enables to satisfy a customer in the
best possible manner (Pike, 2015).
 In this modern era, marketing is the core function business entities which describes
that what, when, how to create. It is equipped for managing and controlling business.
 Marketing grasps all the business activities which are engaged with getting products,
i.e. from the hands of manufacturer to the hand of end users.
Following are the main roles and responsibilities of marketing functions: -
 Marketing research – It is tied in with gathering data concerning firm’s objective and
attaining customers. Marketing research is required to recognize the requirements,
needs and requests of the customers and after that breaking down the distinguished
data to touch base at different choices for the fruitful advertising of an association's
products and administrations is a standout amongst the most essential elements of
marketing (Malhotra, Birks and Wills, 2013). The investigation includes judging the
inner shortcomings and qualities of the association too politico-lawful, social and

statistic information of the objective market. This data is additionally utilized as a part
of market divisions.
 Buying and selling – The buying function ensure that availability of product offerings
in enough quantities in order to meet needs and wants of target audiences. Firms are
required to purchase raw materials so as to produce efficient goods whereas retailers,
whole sellers, purchase finished goods in order to sell them to their end users and gain
high profit margins. Apart from this, selling function is associated with sell goods and
services by meeting customers’ desires in the best possible manner. For this purpose,
marketers uses advertising, sales promotion and personal selling. Apple Inc., also
purchase raw materials from its suppliers which are presented over the world so as to
make attractive products and sell its products through direct selling and by third party
selling.
 Risk taking – In this competitive era, marketers are required to take risk so as to
accomplish firm’s goals and objectives. When a new product is launched in market
there is chances of both success and failure. Thus, management should assess the
future risks and uncertainties it results creation and marketing of goods and services
that consumers may purchase in the future (Jones and Rowley, 2011). Apple is
multinational company which operates in several nations, there is a risk of credit
crunches in an economy which can affects sales and profitability of the company. in
addition to this, risks are also associated with a company – changes in technology,
market conditions legislative measures etc.
 Transporting - Function related to generate the availability of product or services at
marketplace. Transporting is used in order to move products from their points of
production to location convenient for buyers. Although, transportation is fundamental
from the acquisition of raw material to the carriage finished products to its end users.
The type of transportation is based on a few contemplations, like- reasonableness,
speed and cost. Transportation might be performed either by the purchaser or by the
vender. The sort of transportation facilities identifies range of marketing areas,
contingency in supply, uniform value maintenance and easy accessibility to suppliers.
 Standardising and Grading – With an aim to provide more featured and value added
products with compromising the quality, marketers standardise products. It would

ensure that product offerings meet customers needs’. In multinational companies,
managers establish and give and grading products on the basis of quality and quantity,
they also put standards of size, weight, and other product variables. Although, a
standard conveys a uniformity of the products.
 Marketing information system – The functions tend towards gathering information or
data about customers, competitors and channel members, i.e. whole sellers and
retailers so as to take imperative marketing decisions. Most of marketing activities
relies upon market information that can be obtain from external environment
(Papasolomou and Melanthiou, 2012). Many marketers seeks to determine customers’
expectations, current market trends and competitors’ strategies before introducing any
product in market. It helps firm to get aware about market conditions and product
products accordingly for getting high cutting edge and increase market share.
P2 How Roles and responsibilities of marketing department are interrelated with wider
organisational context
In today’s corporate world. it is fundamental for entire management to work with
proper collaboration and cooperation so as to do all tasks and activities in the best possible
manner. In Apple, decisions are focused on how to engaged all departments together hence
they can work for common goals and objectives. In context of marketing, marketers need to
work with other functional units while doing any marketing activity. For example- before
launching any new product and service there is required to conduct a proper study of market;
it is the obligation of R & D department. There is defined interrelationship of all business
units with marketing department of the company, such are stated as under: -
Finance department – It is the main obligation of marketing department is to offer
greatest merchandise and fulfil the shoppers. Its item's information cost will diminish if all
items are sold by advertisers of organization. For building up the item, advancement
exercises and dissemination exercises of showcasing office require some cash for paying
business people, publicizing spending plan and other limited time costs (Huang and Sarigöllü,
2014). For this advertising division influences his showcasing to spending plan and it is
cleared by back office, however at some point fund office won't all particular showcasing
costs yet showcasing office require that sort of costs for advancement of offers. This will
make confliction. Great relations will be useful for the two offices. On the off chance that
both office does meeting and show conduct like great relative, the issue can without much of

a stretch understand. The two offices should surmise that both are the piece of organization's
association and co-appointment between them is must. At some point, showcasing office
acquires huge request for providing the products, around then fund office should help
promoting office for course of action of cash for purchasing crude material and providing fast
immediately.
Human resource department - There are many benefits to be gained from
collaboration between Human Resources and Marketing leaders including more effective
execution, higher productivity and innovation. On the other side, marketing division assists
businesses to attain their objectives by developing a strong brand image, raising sales through
advertisements and surveying over the markets. All this can be done through if firm has
effective workforce which has high potentials to do various tasks and activities in the best
possible manner. The HR manager of the firm organise training and development assistance
for employees in order to improve their skills and knowledge level as they can generate new
and innovative products for customers. In Apple HR professionals focus on how to manage
entire workforce and provide them job satisfaction level. People also feel proud to work with
a strong brand like – Apple. It increases their enthusiasm and force them to work in more
effective manner.
Production and operation department - Marketing is the transfer of goods and
services from the producer and provider to the consumer. But this can be possible if goods are
produced on or before time of delivery. Thus, production department of the firm obliges that
customers are getting products and services whenever they are required. Operation manager of
the company ensure about quality and quantity of products so as to gain higher customer
satisfaction level (Kim and Hyun, 2011). Along with this, production and marketing
departments cooperate each other while introducing new product in market. In which,
marketers discover what individuals need whereas producers gives advise to marketing unit
what it takes to deliver the thing, and how including highlights changes value/creation time.
They cooperate each other in order to make an effective product that both the market needs,
and they can effectively create.
Research and development department – Marketing and R & D department normally
come together while the need of product development at various edges. In organizations
where R&D is effective, marketing can once in a while be heard grumbling about offerings
that are difficult to comprehend and utilize. Apart from this, marketing is more in control,

R&D's dissensions have a tendency to be about an absence of creative energy, of excessively
numerous incremental developments. In Apple the research and development unit helps the
company in remaining aggressive with others at marketplace. It looks towards assessing or
investigating the products different organizations are making, and in addition the new
patterns inside the business. This exploration helps the division in creating and refreshing the
items made by the organization. It results enhancement in sales and profitability of the
company for long term period.
Customer service department – The main role of customer service department is to
listen customers’ complaints and ask them for things. For this, firms need to hire people those
who can handle all this in an effective manner; the process is called customer service.
Because improper customer services can reduces clients’ interest towards the brand, this can
also affect market image and goodwill of the company (Leonidou, Katsikeas and Morgan,
2013). In Apple customer service executive’s works for marketers and they are involved in
any kind of discussion, plans as well as launching of a new product. Such people takes proper
information from customers through a phone call and any other and convey the same with
marketing managers as they can produce the such goods in order to meet market needs and
demands in an impressive manner.
P3 Marketing mix of two different business organisations
Marketing mix is an intermixture of all components which are required to consider by a firm
while developing a marketing plan. It ensure firm’s growth and success and supports in
attaining organisational goals and objectives. Seven elements of marketing mix are –
product, price, place, promotion, physical evidence, people and process; all these briefly
explained as under:-
Marketing mix of Apple and Samsung: -
Basis Apple Samsung
Product This element of marketing mix
refers that what is being
ultimately rendered by a firm to
comusmers. It involves goods or
service itself but branding even
quality also must be considered in
this. The brand has wide range of
Samsung is one of the biggest
competitior of Apple by having a
wide product portfolio as well as a
global market presence. The brand
image driver Samsung are its note
series and Samsung galaxy. The
products of the company are –

product portfolio which are very
strong in technology. The main
products of Apple is Macintosh,
iPod, iPhone, iPad, Apple Watch,
Apple TV, HomePod, macOS,
iOS, watchOS, iLife, iWork, Final
Cut Pro, Logic Pro whereas its
main services are - Apple Pay,
Apple Store, iTunes Store, App
Store, Mac App Store, iBooks
Store, iCloud, Apple Music.
Featured above is the first iPod in
2001 and arguably the product
that made Apple relevant again,
reaching new audiences (Mintz
and Currim, 2013).
tablets, mobile phones, televisons
refrigators, laptops, computers,
mobile devices etc. In which, the
brand’s smartphones has gained a
status symbol for customers.
Price As described in above, Apple
products’ are innovative in nature
which delights target audiences.
Naturally, the firm is superior
rather than its competitors; most
of its offerings are based upon
premium pricing policy. It shows
highest price tags of goods and
services. This is because long haul
trust of people upon the brand and
they are ready to pay more for
purchasing Apple products due to
their unique design and attractive
features.
In respect of pricing, the brand
does not believe in competition
with similar products. Hence, it
priced its goods as an aspirational
Samsung is a dominant player of
mobile devices, it uses price
skimming policy pricing policies so
as to sell its products in market. In
prince skimming, while launching a
new product there are diverse
variants of storage capacity thus
prices of products remains high
(Menegaki, 2012). But when its
competitors reduces the prices; it
also reduces the prices of products.
Its supports to prevents eradication
of market share.

goods not as an utility. The latest
iPhone and potentially the most
expensive iPhone on offer.
Notably the pricing is the same in
the US ($999) and UK (£999)
which Apple blame on Brexit and
the crumbling pound.
Place It is all about where a product or
services are made; it can be done
through a business premises, i.e.
store or an online website.
In context of Apple, it involves
website of Apple.com and its
stores as well as several re-sellers.
On the other side, the business
organisation is a world’s largest
IT firm in terms of revenues by
having approximately 500 stores
in 25 nations over the globe.
Beside this, major cellular
networks i.e. AT & T, Vodafone
Group and others also sells
Apple’s products and services by
involving them in their own
packages (Pomering, Noble and
Johnson, 2011). There are several
local authorised retailers of the
company, such as – Carphone
Warehouse in London. The brand
also has direct sales force in
specific markets in order to
promote and sell its goods, for
instance - in 2016, sales of iAd
Samsung offers specifically to the
retailers and merchants. Due to this,
dealers are liable for corporate sales
Retailers managing in innovation
for the most part need to
incorporate Samsung in their
contributions, as a result of the
brand being world-celebrated. The
circulation is the quality for
Samsung. Samsung likewise
disseminates its items utilizing a
solitary dispersion organization in a
specific area that further circulates
the items to different areas.

relies upon direct sales.
Promotion It involves all those activities
which communicate a product
over the market. Promotion not
means to advertise a products but
also refers to develop public
relations so as to gain high
competitive edge.
Therefore, in order to promote
itself Apple launches annual
events of keynotes in which it also
invites media, shareholders,
developers and share information
about its new future offerings via
live, youtube , advertisements and
social media.
In order to reach wide range of
customers, Samsung is using many
celebrities as a brand ambassadors.
They advertise and promote
products by using various
promotional tactics in order to
influence customers to buy
products and services. The brand is
highly tend towards quality and
achieving maximum user
experience; for this it also organise
several events and programmes
worldwide.
Physical Evidence It entails with a firm can do in
order to shape its product or
service which will be perceived
by the consumer. It can be
anything from
brochure or the staff uniform to
the way a retail store looks or is
designed. Apple stores; they don’t
just sell iPhones or iPads, they sell
an immersive experience from the
moment while people enter the
store.
All products of Samsung are well
designed and made up with unique
features which helps in attracting
buyers towards the brand
(Chikweche and Fletcher, 2012). It
always launch its product with an
innovative feature. Samsung gives
brand loyalty to its customers
People Apple, the brand is a customer
and employee oriented company.
Here, employees are selected from
world’s best colleges and
universities and paid excellent
packages and other benefits as
Samsung is a customer oriented
brand which is highly focused on
fulfilling buyers’ needs and wants
in the best possible manner. For
this purpose, the firm organises
various meetings of face to face

well.
Along with this, employees in
apple stores are treated customers
in well-being and supportive
manner, they greet them politely
and helps in resolving all queries
regarding products.
conversation with public so as to
know their interest. It also tend
towards fulfilling corporate social
responsibilities towards society so
as to improve living standard of
people.
Process The firm is known for its
innovation but it prefer simplicity
in its production process and have
factors worldwide. Apple is
amazing at ensuring everything is
simple — from easier utilisation of
products to the hassle free method
of getting devices repaired if it
needs to be.
Samsung is following flexibility in
its working processes. Its official
websites gives entire information
about production of all products
which are being offered by the
firm.
Their site helps an individual by
providing guidance towards
troubleshooting and determining
what issues have occurred with
their devices before visiting nearest
Samsung store.
P4 Produce a basic marketing plan for Apple
Every company needs a marketing plan just to recognize the requirements, needs and
requests of the shoppers and after that breaking down the distinguished data to touch base at
different choices for the fruitful advertising of an association's items and administrations is a
standout amongst the most essential elements of showcasing. The investigation includes
judging the inner shortcomings and qualities of the association too politico-lawful, social and
statistic information of the objective market. An marketing plan is a far reaching report that
layouts an organization's general showcasing exertion (Al Muala. and Al Qurneh, 2012). It is
a plan that frameworks how an organization will actualize its marketing strategies, and utilize
a mix of resources in order to accomplish business goals including deals targets or client
obtaining. Because of the each changing condition and promoting apparatuses that wind up
accessible, the advanced showcasing plan has a tendency to be moderately short in nature,
covering from one to a couple of years.

Following is defined marketing plan of Apple Inc. –
Introduction of the company – Apple Inc., incorporated on January 3, 1977, which is
global leader of mobile communication, media devices, personal computers and portable
digital music players. The brand also offers diverse software, networking solutions and third-
party digital content and applications. The Company's segments include the Americas,
Europe, Greater China, Japan and Rest of Asia Pacific. The business organisation also
provides digital applications through the iTunes Store, App Store, Mac App Store, television
APP Store, iBooks Store and Apple Music. Apple sells its products through its retail stores,
online stores and direct sales force world.
Vision and mission of the company – The mission statement of Apple is to devoted
towards bringing finest technological experience for people over the world through its
innovative hardware, software and Internet offerings (Tapp and Spotswood, 2013). Apart
from this, as a global market leader the vision statement of Apple is to produce products as
a tool in order to improve the quality of life for mankind.
Situational analysis – SWOT analysis of Apple is stated as follow: -
STRENGTH
Consumer loyalty combined with expanding
closed ecosystem.
Apple is a world’s leading innovator of
mobile device technology.
Strong financial performance of the business
sophisticated supply chain infrastructure.
WEAKNESS
Decreasing market share
Incompatibility with different OS.
OPPORTUNITIES
High demand of Iphones and iPad
Emergence of the new provider of
application proceses
Obtaining patients through acquisitions
THREATS
Rapid technological changes
Android Os growth.
Target market segmentation – Apple has been targeted all age group of people who has an
interest in using finest technological gadgets. It also produce products for business class and

upper middle class people who wants to maintain their status among society (Raj, Sasikumar
and Sriram, 2013).
Identification of marketing strategies – The firm is using marketing mix tactics so as
to put right products at right places. It is also helps Apple to accomplish its goals and
objectives in an effective manner. While launching any new product in market it mainly
consider four major elements, i.e. product, price, place and promotion which ensure market
growth and success of Apple for long term period.
Formulation of marketing budget
Sales and Marketing Expenses
(all figures are in GBP)
Year 1 Year 2 Year 3
Payroll for Sales and Marketing 33,000 49,500 2,77,500
Social Media Promotion 40,500 81,000 1,08,000
Website Promotion 2,250 33,750 49,500
ATL Campaigns 9,000 16,875 33,750
BTL Campaigns 7,497 1,05,701 2,71,034
Total Sales and Marketing Expenses 59,247 2,26,451 7,12,034
CONCLUSION
From the above mentioned report, it get concluded that marketing has become one of
most important function for every business organisation; a firm’s growth and advancement is
always depend on effective and innovative marketing. Although, marketing helps customers
to get know products and services of the company and increase their interest whether to
purchase such products or not. The report has stated roles and responsibilities of different
types of marketing functions, such as – buying, selling, marketing planning, financing, risk
taking, branding, labelling etc. To sustain high cutting edge, marketers are required to work
with other functional units of the company with proper cooperation and collaboration. On the
other side, the report has expressed seven elements of marketing mix, i.e. product, price,
place, promotion etc. all these must be considering while offering products at marketplace. A
basic marketing plan has developed in order to ensure firm’s future growth and success.

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