Assignment on Marketing Concepts and Aspects

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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