Marketing Mix of Apple and Microsoft

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
P1. Key roles and responsibilities of the marketing functions of “Apple”............................1
M1...........................................................................................................................................4
P2. Relation of the marketing department with the other department....................................4
M2...........................................................................................................................................7
D1...........................................................................................................................................7
M3...........................................................................................................................................7
P3. Marketing Mix of Apple and Microsoft...........................................................................7
P4. Marketing Plan for Apple...............................................................................................10
M4.........................................................................................................................................13
D2.........................................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Organisations existing in the current market have to face a lot of competition; and they
need to know the essentials of marketing to handle it. Those companies who are offering unique
and creative products & goods brings tough competition in businesses. In recent century new and
evolving technological development such as software, social media, telecom are creating new
paths which leads to growth and driving the market (De Mooij, 2013). Firms have to understand
the power of marketing in the competitive business environment. Promotion, branding,
positioning and targeting customers are the key activities of the marketing. Business-to-
consumer and business-to-business are the two concepts of it (McKenzie-Mohr, 2011). Those
company which will add value for the customers as well as the organisation will be a successful
firm. Through taking the case study of “Apple” modern marketing concepts can be understood in
far more better way.
TASK
P1. Key roles and responsibilities of the marketing functions of “Apple”.
Out of all the organisation existing in the world Apple is considered as the most
innovative and creative technology company of the decade. There had been situation when
people are ready to stand in the long lines in the bitter cold just to buy a phone of Apple. It had
been successful in defeating their rivals like Google, Blackberry and Microsoft. Through the
marketing they create an opinion and brings all things together to develop a complete picture.
They don't take marketing department as the area who controls all its promotional activities but
the whole company with the customers are the marketing department (Czinkota and Ronkainen,
2013). Apple use combination of social, marketing and psychological tactics to build their
promotional campaigns. They make sure that their marketing is based on the intelligence,
innovation and inventiveness.
1