Sustainable Marketing Principles and Practices

This assignment delves into the field of sustainable marketing by examining its core principles and practical applications. It requires an understanding of various theories and models, including critical social marketing, the sustainable marketing mix, and evidence-based health promotion practices. Students are expected to analyze case studies, research papers, and frameworks related to sustainable marketing in different contexts such as education, healthcare, and environmental protection.

MARKETING PRINCIPLES
AND PRACTICES

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
A) Key marketing concepts and terminology applicable in the Apple Inc.................................1
B) Role of marketing strategies and programs in achieving Apple inc's objectives...................4
C) Marketing Concepts and principles that are used in Apple Inc's daily organisational
problems .....................................................................................................................................6
D) Relationships of the marketing functions with other functional areas in apple Inc...............8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a very essential function that is carried out by every business organisation
the in order to promote their products and services in conducive manner. It is important to carry
out overall functions and process in proper manner and mode so that final objectives can be
attained in set time period. This report highlight the case of Apple company which is a top most
institution in technology sector. Assignment put focus on number of marketing concepts and
aspects (Brown, 2016). Marketing strategies also play important roles in order to accomplish
company's final aims and objectives. There are some relationships that marketing function share
with other departments that are present in the organisation. Apart from it, there are several uses
of 7p's of marketing in company institution and there are concepts of segmentation, targeting and
positioning of products and services that must be focused.
MAIN BODY
A) Key marketing concepts and terminology applicable in the Apple Inc
Marketing can be defined as a important process that involve creation, promotion and
supplying of their produced goods or services to the final customers in order to satisfy their final
aims in effective manner. Apple Inc have proper marketing system as they approach their
customers through online, retail stores, and direct sales force. Some concepts related to
marketing functions are described below: Organisational culture: it defines values and behaviour that are followed in particular
company. It have a huge impact on overall objective and aims that has to be
accomplished in proper manner. Apple Inc operates on globally hence, they have to
manage their culture at many places and make sure that they offer similar structure and
policies (Corrigan, 2011).Organisational culture have direct impact on individual's
performance and is linked with increasing in their productivity level. The culture of
Apple Inc have some prominent features and characteristics that include creativity,
innovation, secrecy, top-notch excellence and moderate combativeness. It is consider one
of top most innovative organisation all over the world. Steve Jobs is considered on of the
most effective personality of the organisation as they have cited that organisational
culture must be in secrecy nature, it involve that all important information must be safe
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and secured (Darnhofer and et. al., 2010). On the other hand, according to Tim Cook's
control the organisational system of Apple Inc have been modified into less combative
but more in sociable element. Branding: It is also a important component that is included in marketing function. It
refers to design, name, symbol or slogan that is adopted by particular company
institution. It aids in differentiating their particular products from other competitors.
Customers can also easily able to identify the product or services of particular brands.
Apple Inc have well established brand image in customer's mind. They offer unique
products that cannot be replicated by any other company. According to Forbes, Apple Inc
is amongst the top most valuable brand having brand value of $154.1 billion. It has been
observed that this company has succeeded in building large number of fan base who are
even ready to make extra payment of premium perceived value of their products and
services. Product Strategy: every business organisational system formulate strategies that provide
base and frame work of making decisions in properly manner. Similarly, product strategy
is also framed by management level that defines the main aim of producing that particular
product (Gordon, 2011). Apple Inc produce highly complicated products and services
that have to face number of challenges and issues related it. Apple Inc have advanced and
modern technology system. Thus, these strategies define the final goals and objectives
that has to be accomplished in set time period. Promotional strategy: Every business organisation have different promotional strategy
which is framed by marketing department in order to establish their image for longer
period of time in customer's minds. It is a important component that is included in
promotional mix concept. Its main purpose involve making sustainable awareness,
generation of interest and demands amongst customers that are present in market place
(Gordon, 2012). It include number of methods so that organisation can perform
promotional activities. These are advertising, sales promotion, personal selling and many
others. Apple Inc have conducive system for promoting their products and services all
over world. Company have launches I phone related events in their retail stores.
 Target market segment: Every business organisation produce some products for
particular consumers group that are present in market condition. It enable them to
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produce in accordance to their demands and wants. Apple Inc have set target group that
they concentrates on high class family people that can afford new technology products.
The main characteristic associated with them is that they are technology savvy and want
to adopt new and innovative gadgets that is currently in trend (Gordon, Carrigan and
Hastings, 2011). Apple Inc segment their market majorly on four basis that include
demographic, geographic, behavioural and psycho-graphic segmentations. Their target
places also include Europe, Asia, America, Africa and Pacific.
From the above discussed points it can be concluded that there are several marketing
concepts and terminologies that have to be executed in Apple Inc to carry out their operations in
effective style.
B) Role of marketing strategies and programs in achieving Apple inc's objectives
Marketing strategies are an important part that is formulated by business organisational
that guide them to follow correct path that leads to accomplishment of final vision and mission in
set time period. The basic purpose of marketing plan is to render proper guidelines that must be
properly aligned with specified goals of that organisation (Harris and et. al., 2012). Apple Inc
have proper marketing strategy that render company to achieve innovative and successful brand
image. Apple Inc., have proper marketing strategy that render company to achieve innovative
and successful brand image.
 Vision of Apple Inc. : Apple Inc, comes in existence with a vision to render high quality
products and services, that have aesthetics that is not offering by other competitors, and
share market growth, by assisting innovation and excellence.
 Mission : The core mission is to catch present opportunities in the market in current
environment, setting a standard to make space for new and advanced iPods and iTunes
on its own Apple store.
They have adopted several strategies on different segments that are discussed below:
 Effective product Strategy: Product strategy is consider most important building block of
Apple Inc's success in market place. It is posing huge competition for number of
competitors that are present in market place that include Google, Microsoft, Samsung.
The company's products include iPad, iPhone and Mac and operating software that have
made revolution in the technology field (Kasap, 2013). They have some unique policy
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that they focuses on improving the existing products at significant level and that is why
they are amongst the top most brand as compared to others.
 Innovate unique elements from ordinary : Apple Inc, is renowned for its characteristics of
assisting operating systems, it provides unique and ultimate systems with design, that
needs years hard work, that's why its engineers are proficient to work on such ideas that
gives a modern techniques to the society. This is the reason of its success, which reflects
in Macbook Air, iMac iOS and modern iPhone series - iPhone 8 and iPhone X.
Although, firm has been given so many things, in spite of that it is continuously working
on developing new products, that is most desirable among public (Kotler and Armstrong,
2010).
 Effective communication system : It is foremost matter of concern, that communication
with consumer should be done in simple language, that can make them feel comfortable.
Although, they followed technical language, but keep it as simple as they can, language is
most medium that convey thoughts, that's why they contact to consumers and clients who
deals with them with an easy conversation. This is also a policy that is adopted to
establish business and acquire place in market, by Apple Inc.
 Explaining product price in effective manner: Price matters a lot to a user, so it becomes
vital to inform about price, because this is good for a business, as Apple Inc, is offering a
quality of products, then obviously it deserve a think amount, as it renders security,
design, apps for its systems. It is good in this favour, so people are not worried about to
pay amount against quality, as they are not compromising with desired qualities.
 Enhancing experience : Apple Inc, is a big brand, that's not a result of a few days, it
makes a brand through its labour, this is why, it broadens way of working, and people
prefers to share their experience about used products and services (Kucherov and
Zavyalova, 2012).
 Establishing magnetizing advertisements: Apple Inc, does not need any promotions,its
brand name says all, yet it spend a huge amount on advertisement to magnetize customers
to pull them towards stores. There are a number of rivals exists in industry that must be
consider while putting up at strategies, related to marketing ideas and elements. The
organization expends amount on advertisements, that builds its customer to purchase
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products no matter how much its cost. The main motive of advertisement is to get attract
people.
C) Marketing Concepts and principles that are used in Apple Inc's daily organisational problems
It is the duty of management of Apple Inc to understand importance and role of every
elements of marketing mix and than take decision accordingly. 7P's of marketing mix is
described below:
 Product: Apple Inc offer large variety of products that include I phones. I pods,
computers, digital media players and many other. Hence, they are expert in supplying
innovative and high quality products to their customers in order to satisfy their desires
and needs (Michaelsen and Sweet, 2012). They also offer professional software
applications namely, iOS, MacOS, tvOS, I cloud, Apple pay services and variety of
support system services. It can be concluded that they deliver number of products and
goods to large number of people that are located in number of places.
 Place: This is a second important component of marketing mix that involve distribution
channel adopted by Apple Inc in order to make their products available to their
customers. The company operate all over the global locations that include major
countries US, Asia Pacific, Europe and California. The America segment is also further
divided into two major parts that is North and south America. This is a second important
component of marketing mix that involve distribution channel adopted by Apple Inc in
order to make their products available to their customers. Managers have to make choice
from number of alternatives that is available and than choose most prospective one
(Nowak And et. al., 2015). They need to supply bulk of products according to
requirement to retail stores or online seller so that people get them easily. Apple Inc have
to make availability of goods in correct amount and time to gain better results.
 Price:- This can be described as very important factors because it impacts on decision
making of any client to purchase specific product or services. Pricing strategies should be
prepared in more effective and efficient to make products affordable to consumers. If in
case, company want to establish some new innovative or creative concepts into goods
then they need to ensure about cost of manufacturing so that it will render to people at
reasonable price (Pitt and et. al., 2011). This is helpful to make consumers capable to buy
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particular product easily which results in boosting up productivity as well as profitability
of an organisation. Apple Inc can implement several unique features but kept in about
budget of income which facilitates to gain better results. Apple Inc adopts several pricing
strategies that are discussed below:
Price Skimming strategy: Apple inc uses this strategy very frequently, in which they
charge high prices as compared to their competitors.
Premium pricing Strategy: According to this company enjoy benefit of their image in
which they charge high prices for the products or services. The most costly products include
Home Pod, IphoneX.
Geographical pricing strategy: Under this different prices are set for various places
according to needs and wants of customers that are present in other locations in the world.
 Promotion:- There are various kind of promotional activities that are necessary to be
conducted to make people aware about their products or services. These procedures may
include different aspects such as displaying advertisements, banners, posters, pamphlets,
emails and so on. It is important to boost up sales and profits of an organisation by
carrying out effective as well as efficient promoting events. Apple Inc can conduct
various attractive promotional campaigns by which they can attract new customers and
retaining current ones (Sandıkçı, 2011). Repeated purchasing of service reflects about
satisfaction of clients which make them loyal to brand. There are number of promotional
strategies that include advertisement system online and offline process.
 People- It is one of the most important strategy of marketing mix which includes every
person of a company in product-service either directly or indirectly. These peoples play
an effective role in production, marketing and distribution as well as till delivery of goods
to customers of a company. In Apple, Steve Jobs (CEO) is one of the most important
people in innovations of its products. Along with these, it has high-skilled and qualified
workers in workforce and marketing team who make possible to make such a strong
brand image at marketplace.
 Process- Apple inc have innovative and advanced process that has to be carried out so
that final vision and mission of the company can be attained. It also involve after sales
services which is also included in this element of marketing mix (Boulton and et. al.,
2013).
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 Physical evidence- Services are intangible process of marketing, therefore, in order to
give details of a product to customers, companies should provide physical cues to them.
On such cues, people have to rely before purchasing a products it helps in evaluating
value of it. In this context, marketing team helps in replacing these cues with physical
evidence which is like a material part of service. This company has launched an Apple
watch through which it can connect with customers easily and on time.
D) Relationships of the marketing functions with other functional areas in apple Inc
Marketing department is amongst the building block of the organisational system that
perform most effective and efficient function. Apple Inc have different departments that include
finance, production, human resource and operations. These sections are somewhere interlinked
with marketing department. Thus, it is important to establish the coordination between these key
areas. The relationship of marketing function with various functional areas are discussed below: Production and marketing Department: Production section of Apple Inc involve
producing number of products according to the needs and wants of customers. As they
offer variety of products to their clients hence, it is necessary that actions of both the
departments should be aligned in proper manner. Marketing manager have to perform
research that enable them to collect important informations and that is directly supplied to
production area and they produce accordingly considering all the aspects. Customers are
the important resource for Apple Inc and they are one who make them top company in
technology sector. Human resource and Marketing department: Human resource department include
attracting most prospective employees into organisational system so that they can work at
best of their efforts in order to earn huge outcomes and results. Apple Inc have to employ
numerous employees at various job position and have to follow specific recruitment
strategies that have been formed by the management level. Marketing department of
Apple Inc is the main sector that allow each and every tasks to be conducted in accurate
way so that they do no face any problems or hindrances (Michaelsen and Sweet, 2012).
Employees are consider most important resource of Apple Inc as they work for the
company to succeed their targets in appropriate time period. Special attention is done on
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recruiting marketing team as they are consider building blocks of the company and they
are most important source of their successful business. Finance and marketing Department: The most important role is played by finance
department of Apple Inc, as they have to make number of policies that focuses on
allocation of finance into key areas. Hence, marketing department require huge funds that
involve carrying out marketing activities like advertising, sales promotion etc. It is
concluded that both these areas have to aligned in proper format. There are number of
responsibilities that are fulfilled by the marketing department and financial department
make sure that optimum allocation of resources should be done.
 Research & development and Marketing Department: R&D department is that section
that totally focused on making market research in order to study the customer's behaviour
and preferences so that production must be carried out in accordance to it. R&D
department of Apple Inc have a crucial role that involve creating innovative products and
services. They directly deliver the useful information to marketing department and than
they together work on that concept. R&D carry out their operations very carefully as they
perform most crucial function of organisational system (Kinnell, 2013).
Hence, management of Apple Inc, put full attention on all the departments so that they
could able to conduct their overall functions and roles in prospective way.
CONCLUSION
From the above prepared report it has been concluded that there are number of marketing
concepts and principles that have to be adopted by Apple Inc in order to promote their products
and services in effective and efficient manner. It is well known for their innovative techniques
that are adopted by the management which help them to excel in their fields efficiently. This
report highlights the process of marketing mix executed by this company. Apart from it,
segmentation, targeting and positioning functions are also consider important part of their
marketing principles. It also throws light on crucial role played by marketing department which
is consider functional area of the organisation and its linkage with other departments also. They
offer different variety of products to their customers in order to satisfy their desires and wants of
people.
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REFERENCES
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Sandıkçı, Ö., 2011. Researching Islamic marketing: past and future perspectives. Journal of
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