Marketing Essentials: Role of Marketing and Marketing Mix

This report delves into the essential concepts of marketing, focusing on the role of marketing within a business context and its interrelationship with other functional areas. It explores the significance of the marketing mix, particularly the 7Ps, and illustrates their application through the example of Apple. The report provides a comprehensive overview of how marketing strategies contribute to organizational success, including the development and evaluation of marketing plans. It examines how the marketing mix elements, such as product, price, place, and promotion, are utilized to achieve marketing objectives. Furthermore, it highlights the importance of marketing in fostering customer satisfaction and achieving a competitive advantage. The report also discusses the interplay between marketing and other business functions like finance, human resources, and IT, emphasizing the interconnectedness of these departments in achieving overall business goals.

Running head: MARKETING ESSENTIALS
MARKETING ESSENTIALS
STUDENT NAME:
STUDENT ID:
PROFESSOR NAME:

2
MARKETING ESSENTIALS
Table of Contents
Introduction......................................................................................................................................3
LO1 Explaining the role of marketing and how its interrelated with each other............................3
LO2 The various elements of marketing mix..................................................................................6
LO3 Developing and evaluating a basic marketing plan.................................................................9
Conclusion.....................................................................................................................................12
Reference list.................................................................................................................................13

3
MARKETING ESSENTIALS
Introduction
This assignment focuses on the marketing essentials and the significant role of the marketing
essentials. A brief concept of marketing essentials and the interrelationship with different
function have been discussed in this assignment. The various elements of marketing mix have
also been focused in this assignment. The 4P’s of marketing elements have been described in this
assignment. Apart from this, the importance of proper marketing plan has also been discussed.
This assignment sheds light on the various marketing plan and shows how the different
marketing plan helps the business organisations to promote their business successfully. The
various marketing plan has also been discussed. In this assignment, Apple has been chosen to
discuss marketing essentials and the way they apply the 7P’s of marketing for their business.
LO1 Explaining the role of marketing and how its interrelated with each
other
The concept of marketing
The concept of the marketing mix is very important for all business organisations as this help
them to run their business in an effective manner (Chuang & Lin, 2013). The marketing is a kind
of business philosophy that helps the organisation to understand the business purpose of their
organisations. The marketing is an important part of the business and for the business, the proper
implementation of marketing strategy is very much needed. According to the people, the
marketing is a kind of business medium that connects the business organisation with the
customers. The concept of business organisation provides a clear idea of products, price,
planning and business strategies to the business organisation (Wünderlich, Wangenheim &
Bitner, 2013). The key concept of marketing helps the business organisation an overview of the
sales target and helps to understand the different market segmentation. Some other people think
that marketing is a kind of business strategy that helps the business organisation to extend their
business in the international market. The concept of marketing also helps the business
organisation to know about the market. As per the opinion of some other people, marketing is a
kind of activity, kind of process that helps the business organisation to understand the aim,
purpose of the business organisation (Dunning, 2015). On the other hand, some other think that
marketing is a kind of business principles that guides the business organisation in a right track

4
MARKETING ESSENTIALS
and also helps them, to understand the necessity of creativity, innovativeness, good
communication for the business (Madsen et al. 2013). The concept of marketing helps the
individuals to understand their needs, demands and guide them what actually they need to do to
fulfil their needs. By following the concept of marketing, the organisation can meet their
organisational objectives and goals. It also guides them in an effective way that the business
organisations can run their business in a sustainable way. The marketing strategy also helps the
organisation to understand the different market patterns (Helm & Gritsch, 2014). It also helps
them to gain much knowledge about the different market segmentations. The concept of
marketing also provides a brief idea about the business principles. This also helps them to
understand the key principles of business planning as this is the most important factors for the
business organisations.
The role of marketing
The marketing plays an important role in the business and the marketing helps the business
organisations to provide the best services to the customers. The marketing helps the
organisations to develop their productivity and helps them to produce their products based on the
demands of the customers (Chuang & Lin, 2013). The organisations take the help of marketing
to increase the level of satisfaction. The marketing helps the organisations to have a competitive
advantage in the market. The marketing process helps the business organisations to identify the
various risk factors of their organisation that they can solve them in order to meet their
organisational objectives. This also helps them to understand the needs of the customers and the
current market value as the customers are the main source of their business profit. It also helps
them to meet the satisfaction level of the customers (Paasi, 2013). Marketing helps the business
organisations to produce unique designed products for their customers and this helps them in
business dealings. As per the opinion of the people, the marketing is also very helpful for the
consumers as it helps them to improve their decision-making process. The marketing also offers
various strategies to the business organisations.
By following the various marketing strategies, the business organisations can develop their
service quality as the market the service quality plays an important role in the customer
satisfaction (Wünderlich, Wangenheim & Bitner, 2013). The marketing strategy helps them to
set their pricing strategy in such an effective manner that they can easily catch the attention of
the customers towards their organisation, towards their products. The marketing also helps them

5
MARKETING ESSENTIALS
to develop their management infrastructure and this helps them to understand the different
market values. By following the marketing, the business organisation assesses the various risk
factors that hamper their business growth (Madsen et al. 2013). The marketing helps the
management of business organisations to develop their market plan and also helps to prepare
the financial budget that they can understand how much improvement, efficiency are needed to
extend their business market across the domain. On the other hand, the various marketing
strategy helps them to understand the impact of pricing, place, promotion strategy. By following
the marketing, the organisations can develop their business campaign and this helps them to
communicate with the customers directly. The marketing process also helps the management to
improve their communication level that they can communicate with their customers directly.
Direct communication with the customers helps them to understand the problems; demands of
the customers and the conversation with the customers also help them to understand the reaction
of the customers about their products. According to the people, the various marketing techniques
also help them to develop their monitoring process that they can check the performance level of
their employees properly (Huang & Sarigöllü, 2014). By following the various marketing
elements, they can understand the importance of proper training and the ways by which improper
training can effect on the business activity of a business organisation. The marketing elements
also help them to develop their training process in a strategic manner that they can provide their
customers much information about their organisational activities. As per the opinion of the
people, the business organisation can evaluate their business performance by adopting the proper
marketing plan and this helps them to measure the record of accomplishment of the individuals
(Davari & Strutton, 2014). The marketing roles also help them to evaluate the business profit as
it helps them to achieve the best position in the market. By following the marketing elements, the
management can also develop their business policies and can look at the fact that whether every
individual employee follows all the rules, regulations of the organisations or not.
The interrelationship with each other
The business organisations include various functions such as finance, human resource, and
information technology. It has been seen that all these functions are interconnected with
marketing deeply (Davari & Strutton, 2014). The marketing also plays an important role in the
business finance. The marketing helps the business organisations to understand the current
market value, the value of the products and this information helps them to set their product value

6
MARKETING ESSENTIALS
based on present market values. Apart from this, the marketing also helps them to gather
information about the various changes in customer's decision-making process and helps to
understand the demand pattern (Madsen et al. 2013). This information also helps them to prepare
their finance budget as the marketing plan helps them to understand their yearly expenses and it
helps them to understand how much amount they have spent in which field. By assessing the
expenditure, the organisation can understand how much profit, the revenue they have to gain in
order to make a record percentage of profit from their business.
The marketing also plays a vital role in the human resource management and in the field of IT.
The human resource management helps the organisation in the recruitment process and keep the
performance data of the individuals (Dunning, 2015). The various marketing elements help the
human resource to improve their monitoring process that they can measure the performance
growth of the employee properly. On the other hand, the marketing also helps the human
resource management in the selection and helps them to understand the both the needs, demands
of the organisation and the employees. Therefore, the help of marketing is very much needed to
evaluate their business growth, It has been seen that the marketing and IT are interrelated with
each other deeply. The marketing helps the organisation to improve their technological level in
order to have a competitive advantage. By following the various marketing elements, the
organisation can understand the fact that what type of advanced technology they need to use to
grab a strong position in the international markets.
LO2 The various elements of marketing mix
There are various kinds of business development plans in an organisation for improvement of the
organisation (Dunning, 2015). In Apple, the managers have chosen the 7Ps of the marketing mix
to achieve the goals. The 7P's of marketing mix can be considered as a very popular technique
for the development of an organisation.
7P's marketing mix: The 7P's of the marketing mix is the most useful technique in the business
process. There are seven parts in this business process. The company notices each part very
carefully; therefore, this process can help the company to develop each little thing in the
company. The seven parts in the 7P's include:
Product: The products of Apple are very popular among people (Paasi, 2013). Customers trust
the each product of Apple very much because of their brand value. Apple makes their products

7
MARKETING ESSENTIALS
with very loyalty. People who buy the products of Apple cannot be regretful for buying the
product. Apple has various types of products in the market and they make products after
understanding the demands and needs of the customers. The products of Apple are
technologically improved. The products of the company include iPhone, iPad, iPod, Apple TV,
Apple Watch, iOS watch, A.Mac so on. These products of Apple are technologically improved in
a comparison of other marketing products. Along with the products of Apple are also very
demanding.
Price: The products of Apple are unique. Therefore, the price of the products is costly according
to the products in a market. The various products are available in various price lists. Apple has
divided price lists of their products according to their various products (Vargo, Wieland &
Akaka, 2015). Apple is a reputed company; they do not compromise in their products or price
list. They decide their price list for all kinds of people. This company does not have the motive to
give competition to other companies in their price lists. The reason of this thought of Apple is
that the company believes that they make unique or developed products, therefore the customer
can automatically attract towards them.
Place: The products of Apple has distributed in the worldwide. The company has business over
the whole world. Along with this, the company also has online selling facilities. Apple has their
own website for selling their products or communicates with customers (Ocasio, Loewenstein &
Nigam, 2015). Beside online facilities, the company also has many stores among various
countries in the world. The other websites like Flipkart, snap deal also sell the products of Apple.
Promotion: Apple has adopted various kinds of promotion process for promoting their goods.
The company uses youtube to promote their products. Youtube gets huge responses from normal
people of promotion. Therefore, it can be said that Apple has chosen the right thing to promote
their products as nowadays people are more habituated with internet facilities. Apart from this
Apple gives advertisement on television to promote their products (Wünderlich, Wangenheim &
Bitner, 2013). This process also gets success.
People: Apple is very popular for their products and reputation. The company does not want to
lose that reputation in the market (Chuang & Lin, 2013). Therefore, the company recruits skilled
people as their employees, as employees can be considered as the strength of the company.
Apple chooses their employees to form the popular colleges or universities. In Apple stores, also
the company chooses talented people as their employees.

8
MARKETING ESSENTIALS
Process: The company has many factories and technologies for the production if their goods. To
produce improve products the company uses technologically improved processes or techniques.
The company believes in simplicity. Simplicity is the main thing for Apple in their process (Sok,
O’Cass & Sok, 2013).
Physical evidence: Apple has peaceful and sophisticated Apple stores, which can be delighted
for the customers (Madsen et al. 2013). The customers also get improved services or facilities
from the company. In online services, the customers do not face any issues from the company.
Achieving overall business objectives
Initially, there was 4P's of the marketing mix in development business process. The 4P's of
marketing mix could not get success in the development of the business process (Möller, 2013).
Therefore, companies to develop their business have adopted 7P's marketing mix. In the 7P's of
marketing mix companies adopted people, process, and physical evidence. These three things are
very popular in an organisation, without these three things, the company cannot get success in
the business. Therefore, organisations adopted 7P's marketing mix in the place of 4P's marketing
mix (Lehoux et al. 2014). 4P's marketing mix cannot be considered as a developed marketing
plan. In an organisation, people can be considered as the employees of an organisation.
Employees are the most important thing for all companies. Therefore, it can be said that the
company needs to choose right and knowledgeable employees for their works. It is the job of the
employees to provide all services to their customers so that right employees can be profitable for
a company. The process is another important thing for organisations to serve good products. The
company must adopt improved process and technology to make their goods. The company
without developed processes cannot achieve their goal. Apart from this in the case of physical
evidence, the company can look after providing best services to the customers (Ozment, 2015).
Physical evidence can make the company popular among the customers. Best or peaceful
services make customers satisfied. Therefore, it can be said that 7P's marketing mix has a great
impact on the development of an organisation.
The marketing planning process involves proper analysis of the local and international market. In
the case of Apple, it can be seen that the company has developed procedures to analyse the
market where they conduct business (Huang & Sarigöllü, 2014). Similarly, Apple plans their
marketing or business process in a simple way. This company always find out the basic needs or
demands of the customers or people. After analysing the demands, Apple plans their business

9
MARKETING ESSENTIALS
process. This company does not adopt huge level marketing factors. Apple makes their products
with unique features. Therefore, it can be said that the company plans their products in simple
ways as their phones are with scratch fewer screens (Ginevičius, Podvezko & Ginevičius, 2013).
Unique camera, fingerprint features and so on. The implementation of marketing plans of Apple
includes, the company provides the communicative manners of every language. Along with this,
the company adopted the facility with a justified price of the products. Apple believes in
simplicity, therefore, the company provides marketing like simplicity in beautiful. The company
uses their experiences as their strength. Apple controls their business with unique manner. After
analysing the profit or loss of their products, Apple finds ways to develop their services by
communicating with customers (Helm & Gritsch, 2014). The feedbacks of customers help the
company to plan more facilities in their business or products. Apple recruits knowledgeable and
skilled employees in their organisation. The employees also become helpful for the company to
produce products with more simplicity. The company has fully control on their each step. The
company began something with overall planning, therefore it can be said that Apple controls
their marketing plans, products, prices of goods very carefully and simplicity.
LO3 Developing and evaluating a basic marketing plan
Marketing planning: Marketing planning can be considered as an essential thing for every
organisation. Marketing planning helps the company to a promotion of products (Menegaki,
2012). The company can plan their business process, policies, budgets so on. Therefore, it can be
said that marketing plan has a positive impact on running the business smoothly. Marketing
planning can helpful for the company to avoid future issues in from the company. Along with
this marketing plan helps the company to find out objectives for the company. After analysing
the objectives, it is also a job of the marketing plan to get the achievement of those objectives.
Marketing planning of an organisation can be helpful for a company to being well
communicative in each department. It also helps the company to communicate with customers
also (Ahmed, 2014).
Marketing planning helps an organisation to ensure that their goals are met and the effectiveness
of their strategies. An organisation can plan their organisational departments, divisions by using
marketing plans (Davari & Strutton, 2014). The strategies that are adopted by the organisation as
their objectives or goals. After finding out the goals, the company adopts many strategies or

10
MARKETING ESSENTIALS
marketing plans to achieve their goals. A marketing plan can help Apple to find out their
opportunities and marketing threads. That threads or opportunities can be the development
secrets of Apple. After analysing the threats or opportunities, the company adopts new marketing
plans. In the achievements goals, marketing plans have very effective roles. To achieve the goals
company make their products as per the demands of the customers. Along with this, the company
plans their services well (Gordon, 2012). With the help of marketing plan, the company even
promote their products also. To create awareness among the customers about their products or
services Apple chooses various marketing strategies. Marketing plans can be helpful for the
company to serve their facilities worldwide. Therefore, it can be said that Apple can achieve
their goals or objectives with the use of marketing planning or marketing strategies. Marketing
plans help the company to find out their goals and objectives, thereafter the company makes
strategies for achieving those goals. There is a huge link between marketing plans, objectives,
and marketing strategies as well (Barrett & Weinstein, 2015).
There are some controls in Apple in the case of evaluating marketing plans. The controls have an
impact on the techniques, facilities, profitability of the company. There are four types of controls
in a marketing plan. The controls of marketing plans include annual plan control, probability
control, efficiency control and strategic control.
Annual plan control: In this plan, Apple plans the full annual activities of the company. In those
activities, there are various parts. The parts can be considered as analysing different sales,
analysis of market shares, analysing of market expenses to sales, financial analysing, analysing
of consumer stakeholders attitude, measure customers attitude, measure the attitude of
stakeholders (Leonidou, Leonidou & Kvasova, 2013). These are the things, which are analysed
by the annual plan control. Therefore, it can be said that market share, stakeholders all are
absorbed by this control.
Profitability control: In this control, Apple can analyse the whole profit of the company.
Therefore, it can be said that with the help of this control the company can identify their
expenses, profit or loss. The expenses of the company can be a reason of profit or loss of the
company. After identifying the loss, the company may cut down their expenses (Ward &
Peppard, 2016). Cutting the expenses can be a reason of profit for the company.
Control efficiency: This control can be a cause of measuring the efficiency level of a company
(Hsu et al. 2015). By using various control techniques Apple can understand their performance,

11
MARKETING ESSENTIALS
developments, sales, marketing advertisements, marketing research. Therefore, it can be said that
efficiency controls help the company to identify the proper works of employees.
Strategic controls: This control can be useful for the company to understand their strategies in a
proper manner (Sharma & Lambert 2013). The strengths or weakness of Apple can be
understood by this control. After analysing the weakness, the company can adopt new strategies
to overcome that.
The structure and development of development plan: The marketing segments include
demographic segmentation, behavioral segmentation, psychographic segmentation and
geographic segmentation (Ahmed, 2014).
Demographic segmentation: Demographic segmentation can be considered as the simplest
segmentation (Huang & Sarigöllü, 2014). In this segmentation, the company can divide their
customers according to their genders, families, income, occupation, religion, nationality so on.
The automobile companies can adopt this kind of segmentation.
Behavioral segmentation: This kind of segmentation can be considered as the behavior of the
customers. Therefore, it can be said that the company divides their customers according to their
age and behavior.
Psychographic segmentation: Psychographic segmentation is quite similar to behavioral
segmentation. Companies divide the customers according to their lifestyle, interests, and choices.
Geographic segmentation: In this segmentation, the company can divide the customers
according to their geography or houses. The people of a particular place can have choices and
needs as per their geographical structure (McDonald, 2013). Therefore, it can be said that people
of various countries can have various choices. It can be helpful for the company to choose their
customers and make their facilities as per the needs and demands of the customers or people
according to their places.
Geographic segmentation is identified as the most useful segmentation for each company.
Therefore, it can be said that Apple has adopted this segmentation in their business, as Apple has
distributed their product all over the world (McDonald, 2013). Apple defied the needs and
demand of the people of each country, therefore after understanding the basic needs company
can make their products. Apple targets the each person of the countries by making valuable
products. As the products of Apple are expensive, therefore the target of the company can be
identified as the rich people of every country.

12
MARKETING ESSENTIALS
In order to reach the target, people Apple adopt specific goals. These goals include making
unique products, serves good services, various facilities, proper marketing plans, promote the
products, maintaining simplicity in their services. All products of Apple have unique features.
The feature impresses the people or customers in a different manner. Along with this Apple does
not think about the rivals and competition. Therefore, it can be said that the thinking of the
company can impress the customers (Sharma & Lambert 2013). The customers attract towards
the company for the simplicity and communicative features. Communication impressed
customers by understanding their services or offers well. Along with this, the online feature or
marketing can helps the company to reach people. Apple uses various online marketing plans to
reach the people and those plans can be helpful for the company. First, the company totally
design their feature of each product that attracts the people more (Ahmed, 2014). People can
aware about the products of the company by watching televisions. Apple provides
advertisements on the television about their products in various unique manners, this can also
helpful for the company to reach customers.
Conclusion
After analysing this assignment, it can be concluded that there are various strategies adopted by
Apple in the business process. Apple is the most popular and reputed organisation in the market.
The company has chosen 7P's marketing mix as the development planning. 7P's marketing mix
helps the company in each part of the company. In this assignment, the researcher has given
concern on the marketing plans of Apple. The reasons behind the population of the products of
Apple has discussed in this assignment. Along with this, there is a description about choosing
7P's marketing mix in the place of 4P's marketing mix. Therefore, it can be said that the main
purpose of this assignment is to examine the reason behind the reputation of Apple.