Assessment 1: Marketing Fundamentals Analysis and Evaluation - Apple

This report provides a detailed analysis of Apple's marketing fundamentals. It begins with an introduction to marketing and its core principles, defining marketing as the process of satisfying customer needs through product development, promotion, and value creation. The report provides a background of the company Apple. It then dives into the processes and stages of marketing, including production-oriented, product-oriented, sales-oriented, and market-oriented approaches, as well as implementation and control. The report extensively covers the marketing mix, exploring the 7Ps: product, price, place, promotion, people, process, and physical evidence, with specific examples related to Apple's strategies. The conclusion summarizes the key findings, emphasizing the importance of marketing in achieving customer satisfaction and business objectives. The report references key academic sources to support its analysis.

Marketing Fundamentals

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is determined as an activity of marketing product and services of company with
the purpose of satisfying requirement of customer. It is determined as a process of manufacturing
product and services as per need of customer and offer information by adopting proper tools and
techniques related to promotion that help individual person in buying goods. It is also helpful in
achieving goal and objective in pre-decided period of time. In addition to this, marketing
fundamental assess process through which the person emphasized on fulfilling requirement of
customer by exchange product and also provide value & worth to individual person. It helps in
enhancing understanding level connected to product, price, and place promotion of company.
This report is based on company named as Apple. The organisation was given in year of 1976 by
Steve Jobs, Steve Wozniak as well as Ronald Wayne. The current CEO of Apple is Tim Cook.
This report will offer information regarding background of company and their product. In
addition to this, they also explain 7 P's of marketing mix and also process as well as stages of
marketing during particular phase of time period. The mission of Apple organisation is to offer
unique quality goods to its customer in order to satisfy them. Apart from this, the vision of Apple
Company is to accomplish leading position across world (Baines, Rosengren and Antonetti,
2017).
Background of company
Apple is determined as American Global organisation which developed and marketing
different kind of product such as consumer electronics, online facility, iphone, ipads as per need
and want of customer. The organisation was given in year of 1976 by Steve Jobs, Steve Wozniak
as well as Ronald Wayne. The current CEO of Apple is Tim Cook. The potential user of Apple is
between the ages of 18-45. Apple emphasised on segment target market according to
demographic factors with improvement of iPhone in Smartphone sector. The Apple released
many iPhones at reasonable price such as iPhone 11SE and targeting customer by satisfying their
need.
MAIN BODY
TASK 1
Processes and stages of marketing including role of marketing mix.
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Marketing is considered as a function that emphasized on procedure of generating,
communicating and providing value to users for satisfying them. The management team of Apple
Company emphasized on conducting proper research for satisfying need and want of customer
during the period of time.
Process of marketing
Marketing process is determined as a series of level that offers assistance to organisation
in order to analyse problem of user, guide opportunity prevailed in market and creates market
material in order to satisfy its target audience. In context of Apple Company, their primary aim
of marketing process is to accomplish goal and objective that must be achieved in pre-decided
period of time. There are various processes of marketing used by Apple Company that is going
to be given below:
Mission the mission of company is to offer innovative and unique products and services
to its user for satisfying the. Their primary purpose is to enhance level of satisfaction of
customers by providing them products as per their need. It also aids assistance in accomplishing
competitive edge over rivalries in the market. It is also useful in increasing experience level of
user in upcoming time period (Baker and Hart, 2016).
Situational analysis the company emphasised on achieving competitive edge by
assessing need and requirement of customer and their primary purpose is to provide product to
satisfy need of customer. In addition to this, the administration team of Apple organisation is to
emphasis on offering unique goods and services to customer for accomplishing competitive
advantage over rival firm at marketplace.
Marketing strategy the management team of Apple emphasised on making appropriate
strategy and conduct proper research for assessing need of customer. In addition to this, their
primal purpose is to attract large number of customer towards product and brand as well as also
enhances loyalty towards brand of user in the market. Therefore, the manager of company
focuses on using this strategy that is helpful in achieving competitive edge over rivalries in the
market (Vilá Trepat, 2016).
Thus, it is assess that firstly, the organisation focuses on mission that must be fulfilled in
timely manner. And, also they assess situation that helps in performing different functions in
proper way.
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In addition to process of marketing, the step used in marketing which is adopted by Apple
organisation is going to be mentioned below:
Production oriented this is determined as a philosophy that focuses on enhancing
production level and also reduce cost during particular phase of time period. The primary
purpose is to increase profit margin and sales volume of organisation in future period of time.
Herein, the efforts made by management team of organisation for increasing product efficiency.
This method is suitable for environment in which demand is much more than supply. Therefore,
the Apple Company focuses on increasing their product efficiency in order to reduce cost that
helps in performing different function in an appropriate manner.
Product orientation this is determined as a policy that is helpful in a selling superior
quality goods and services to its customers and the company emphasised on increase
concentration as well as controlling quality that help in increasing sales of organisation in future
period of time. Therefore, the management team of Apple is to provide superior product that is
purchased by the user.
Sales-oriented this is determined as a philosophy that is focuses on clearance of stock
and increasing aggressive sales & profit by using quick sales during the period of time. Herein,
the primary purpose is to use different promotional techniques such as a sales promotion, word-
of-mouth, viral marketing in order to promote their products and services in front of customer at
Marketplace.
Market orientation in this approach, the organisation emphasizes on planning and
taking decisions regarding need and want of customer. For this process, it is important to
fulfilment need of customer by coordinating different types of activities, involved in actions as
well as subordinate of company. In addition to this, the market audience orientation needed
individual person of company to become user oriented who perform their work within marketing
Therefore, there are various stages included in marketing that aids assistance in
coordinating different types of activities and functions in an appropriate manner. It is helpful in
enhancing sales and profit margin of Apple Company in future period of time.
Marketing mix Apple Company emphasize on offering different kind of product and
services at less price and offer guidelines related to distribution of good to its customers for
satisfying their need in timely manner. Herein, the main focus is to provide right quality of goods
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to right customer at right time that is useful in increasing brand image and reputation of
organisation in mind-set of user in the market.
Implementation and control herein, the company execute and implement various types
of activity for retaining user for longer time period. And, their primary purpose is to organise
strategy for satisfying need and want of user during the period of time.
Therefore, the stages of marketing process are useful in retaining customer for a longer
period of time. It is useful in enhancing sales and profit margin in future period of time.
Marketing mix
It is determined as integration of product, price, place, promotion, people, process as well
as physical evidence and they also provide information in respect of this concept such as product,
promotional channel and pricing strategy as well as so on. In addition to this, marketing mix is
determined as an action plan that aids assistance to company in promoting goods and its brand in
the market (Chaffey and Smith, 2017). It is considered as a function that is used for placing
appropriate product by using proper strategy and marketing tactics by using different mode
related to distribution that reach to its customer. Apart from this, there are 7P’s related to
marketing mix that is given below:
Product it determines the function related to conversion of material into finished goods
that offer worth its user. In addition to this, the Apple company emphasis on offering superior
product as well as services to customer at relatively less price for satisfying them. There are
various types of goods offered by Apple like iPad, online services, computer software, online
services, iPhone and so on.
Price is determined as a monetary worth that is invested by company for purchasing
material and manufactured product for promoting as well as distributing them. In context of
Apple Company, the manager emphasis on using pricing techniques like premium pricing aids
assistance n offering unique quality of goods and services to its user during the period of time.
Place determines that product must reach to its customer because individual person
focuses on purchasing and also take advantage of them. And, the organisation emphasised on
providing products and services to its customer in right time at right place. Thus, the Apple
company emphasis on executing company at international level and offer goods according to
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need and want of customer by using website & mobile application for marketing its good in
order to satisfy its user (Schweizer, 2020).
Promotion is types of activity that assist in creating awareness in respect of the products
such as iPhone, iPad provided by Apple company by using proper tools connected to publicity.
In addition to this, the individual person focuses on using different types of promotional
techniques such as sales promotion, advertisement in order to marketing its existing product of
company along with motive of fulfilling their needs. Therefore, the management team of
company use different techniques related to promotion that assists in promoting product. Apart
from this, there is some addition kind of marketing technique of marketing mix like viral
marketing, personal selling that is used by Apple Company for satisfying need and want of user.
People it determine the person who increase their efforts as well as contribution level for
operating company that aids assistance in achieving goal in targeted period of time. The person is
significant for implementing different activity that helps in accomplishing competitive advantage
over rival firm in the market. In reference of Apple Company, there are various people like
employees, manufacturer which is significant for executing functions within company in proper
way during the period of time (Ghosh, 2018).
Process: it determine activity that is executed by individual person of company like
manager, subordinate to execute different function in proper way. In context of Apple, there are
various activities that are conducted by management team like process of manufacturing,
promotional function and so on. To provide products by adopting online delivery help in
satisfying need and want of user at marketplace.
Physical evidence signifies goods of company and its colour, shape and many more in
context of Apple company the organisation marketing or sell their goods by adopting various
using different kinds of packages that attracts large number of user towards company and
enhances goodwill in mindset of user in the market (Mitra, 2016).
CONCLUSION
On given assignment, it is analysed that marketing is the activity of marketing product and
services of company with the purpose of satisfying requirement of customer. It is determined as a
process of manufacturing product and services as per need of customer and offer information by
adopting proper tools and techniques related to promotion that help individual person in buying
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goods. It is also helpful in achieving goal and objective in pre-decided period of time. In addition
to this, marketing fundamental assess process through which the person emphasized on fulfilling
requirement of customer by exchange product and also provide value & worth to individual
person. It helps in enhancing understanding level connected to product, price, and place
promotion of company.
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REFERENCES
Books and Journal
Baines, P., Rosengren, S. and Antonetti, P., 2017. Fundamentals of marketing. Oxford
University Press.
Baker, M.J. and Hart, S. eds., 2016. The marketing book. Routledge.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Ghosh, M., 2018. Polyimides: fundamentals and applications. CRC press.
Mitra, A., 2016. Fundamentals of quality control and improvement. John Wiley & Sons.
Schweizer, H.J., 2020. Marketing in Integrated Design Engineering—Fundamentals and Effects
on Development. In Integrated Design Engineering (pp. 647-678). Springer, Cham.
Vilá Trepat, I., 2016. Introducción al marketing/Marketing fundamentals.
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