Marketing Essentials Report: Apple and Google Marketing Mix Comparison

This report delves into the core principles of marketing, examining the key roles and responsibilities of marketing functions within an organizational context. It analyzes how marketing contributes to sales, profit and business expansion, focusing on the multinational technology company Apple. The report further investigates the roles of marketing in the marketing environment and compares Apple and Google, two major players in the tech industry, by applying the marketing mix to their marketing strategies, including product, price, place, and promotion. The analysis includes an evaluation of the marketing plans and reflects on the group work and learning experiences during the assignment.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P 1 Key role and responsibilities of marketing function ............................................................1
P 2 Role and responsibilities of marketing function in organization context ............................3
TASK 2............................................................................................................................................5
P 3 Compare two organization in way to apply marketing mix .................................................5
TASK 3............................................................................................................................................7
P 4 Produce and evaluate basic marketing plan .........................................................................7
TASK 4..........................................................................................................................................12
Reflection of group work .........................................................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES .............................................................................................................................15

INTRODUCTION
Marketing means to the action of firm linked with purchasing and selling of goods and
services. It involves advertising, selling and delivering goods to consumers. It is study and
direction of exchange relationships. It is the business procedure of creating relations with and
satisfying consumers. Marketing as satisfying needs and wants through exchange procedure. It is
the activity, set of institutions and procedure of making, communicating, delivering, dealing and
offering that have value for consumers, clients and society at large level (Wilson, 2014).
Marketing is important to increase sales and profits of an organization. Effective marketing help
to expand the business in the international level. This study is based on Apple. It is multinational
technology organization which design, develop and sells consumers electronic, computer
software and online services. It is the world's largest information technology company by
revenue.
Report will explain key roles and responsibilities of marketing functions. It will state
roles of marketing function related to wider organizational context. It will compare two
organization in relation to apply the marketing mix to marketing planning process to achieve the
objectives of business. Furthermore, assignment will produce and evaluate the marketing plans
for an organization. It will reflect the group work and learning during group work.
TASK 1
P 1 Key role and responsibilities of marketing function
Marketing Function:
Marketing is activity which is linked with purchasing and selling of good and services of
firm. It is process of creating relations and satisfying needs of consumers. In this context,
marketing function is the role that aids to determine and source possible successful goods for
marketplace (Yadav, Kumar Dokania and Swaroop Pathak, 2016). There are many functions of
marketing involves market research, marketing plan, product development, market development,
taking care of advertising, distribution for sales and public relation within the larger business.
Role and Responsibilities of Marketing Function:
There are many functions of marketing such as distribution of sales, public relation etc.
All these functions play various role in overall industry.
Sales Promotion:
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It is major marketing function which play important role in industry. With this,
companies are easily distributed of products and services in the marketplace. Sales promotion
focus consumers, sales staff, distribution channels. It is targeted at the customer that are known
as consumer sales promotions. It is implemented to attract new consumers.
Public Relation:
It is the major function of marketing in which promote goodwill to target market segment
and other consumers of goods and services. Public relation involve gaining exposure to their
audiences utilising of public interest. It is established and maintained relationships target
audience and media within companies.
Analysis of Marketing Information:
It is another function of marketing in which companies make efforts to identify
consumers through different ways such as needs and wants, quantity, price etc. This function
play role to fine out the best opportunity in the market (Jacobsen and et.al., 2014).
Role of Marketing in marketing environment:
Marketing environment is unit of external and internal factors and forces which impact
ability to establish relations to companies and serve their consumers. It consists of internal and
external environment. Internal environment involves owners, employees, equipments and
materials. External environment involves producing, distributing, promoting of goods and
services. In this context, there are many roles of marketing in context of marketing environment.
Such as:
 Marketing play role in terms of innovation and technical changes happen at increasing
rate in the area of electronics.
 With marketing, organizations easily find out new competitions to grow sales in new
markets.
 The international market patterns is created possible through development of global
transportation and communication system adopted by various nations (Kitchen and
Burgmann, I., 2015).
 Marketing play essential role which is multiplier factor and effective cause of economic
development.
 Marketing is developer of standard and quality of product and services.
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 Marketing is managerial function which consisting of activities such as market research,
product planning, pricing, distribution and advertising that help to increasing the profits
of organizations.
 Marketing plays essential role in relation to provide satisfaction to consumers and
benefiting society at large level.
 Goods and services are exchanged by market functions in the economy system which is
known market economy.
 Distribution is key area in modern marketing as well as important factor of marketing.
This help to identify the marketing and distribution failures.
P 2 Role and responsibilities of marketing function in organization context
Marketing functions can be defined as role of organization that aids to determine and
source possible successful goods for market. Also, this assist promoting and distribution of
products and services in the marketplace. Marketing functions play various roles and
responsibilities in organization context such as:
Promotion:
It is major function of marketing which refers informing customer about goods and
encouraging them to purchase these products of Apple (Bai and Chang, 2015). Promotion play
role in relation to advertising, personal selling, sales promotion and publicity. Therefore,
marketing manager needs to take appropriate decisions relate to these which directly affects the
sales of firm.
Marketing Planning:
It is essential function of marketing in which marketing manager needs to prepare
marketing plan in relation to level of production and promotion efforts. This function plays
essential role in terms of achieving the organization gaols. Therefore, they need to make plan of
marketing appropriately and effectively.
Customer Support Services:
It is also major and essential function of marketing within the Apple. Therefore,
marketing manager offers various services such as after sales services, handling complaints,
technical services, credit facilities etc (Skard and Thorbjørnsen, H., 2014). This function help to
consumers satisfaction and encourages attachment of consumers to specific good.
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Interrelationship between marketing and other functional unit
In this context, marketing function are interrelated with other functions such as human
resources, operation, finance within organization. These interrelationships help to increase
consumers satisfactions towards products and services of Apple.
Human Resource Function:
Human resource is function of organization which involves recruitment and selection,
training and professional development of workers. Marketing department needs to work closely
with HRM to ensure that appropriate abilities and staffing levels in relation to research and
develop ideas of new product, meet production target, create competent sales team (Baker,
2014). Therefore, HR department will have various recruitment and training demands from
across the firm.
Finance Function:
The marketing function are also interrelated with finance function within Apple. Finance
department to ensure that there is capable budget to meet requirements for research, promotion,
advertising and distribution of product and services within organization (Wilson, 2014). This
department has entire company brief to ensure that all business operates within their financial
capabilities. Therefore, finance department focus on cash flow and marketing is concerned on
sales volume and building market share by increasing sales of organization.
Operation or production Function:
The marketing functions are also interrelated with operation or production function
within the company. Production department needs to ensure that planning of adequate research
and development to satisfy current and future needs of consumers, produce quality and design of
product laid down consumers and generate volume of order by marketing which can be required
time schedule for delivery of goods (Yadav, Kumar Dokania and Swaroop Pathak, 2016). It is
necessary to marketing department will set deadline which can reach capacities of production
division. Marketing manager will desire to get products to market as much as possible to ensure
competitive advantages. Therefore, production department will desire to test and develop
production, because, they do not have to repair and replace defective products. Also, they meet
healthy and safety needs within the Apple.
Information Technology:
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Marketing function is also interrelated with information technology department within
the organization. In this department, managers need to be consider such as computer software,
information systems, computer hardware and different programming languages. In this context,
marketing department is concerned with utilization of technology for treat information that is
number of getting informations, way of processing and storing the info after that broadcast it
again by voice, image (Jacobsen and et.al., 2014). Therefore, marketing manager utilised
number of information technology in terms of websites and social network platforms for
providing the information towards products and services to consumers. With this, customers can
interact with goods, purchase them to fulfil their needs and wants. Through this, consumers
starting to build long terms relationship with organization. Nowadays, marketing department
utilise information technology in terms of Customer Relationship Management (CRM) system
for build relationship with consumers within Apple.
Research and Development (R&D):
R&D is the engine which is generated new ideas and, innovations and creative new goods
and services. This can be driven by marketing concept. Therefore, R&D department focus on
new and innovative products to satisfy wants of consumers. This function is also interrelated
with marketing within the organization.
In this context, interrelationship of marketing and key elements of marketing functions
helps to achieve goals and objectives of Apple (Kitchen and Burgmann, 2015). Therefore,
marketing department needs to ensure that effective marketing research and planning and giving
the appropriate informations to production and R&D division for effective designing of products
in the business. This aid to increasing sales and satisfy of consumers needs.
TASK 2
P 3 Compare two organization in way to apply marketing mix
Mix Apple Google
Products Apple reflects the new
innovation and new product-
based development. Company
known for its advanced cool
features. Apple has always
Google is the most leading
and emerging brand in
technological industry. It is
the strongest competitor of
Apple company. Google
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come up with new service or
product in the market. Apple
deals with Mac, iPhone, iPad,
iPad, Apple TV, Software,
Accessories, Digital Content,
Cloud services. Etc.
deals with several products
such as web-based products,
operating systems, desktop
apps, Desktop apps, Mobile
apps, Operating system,
Hardware products, Services.
The main focus of the
company is on the product
development or intensive
growth strategy.
Prices Apple is known for its
premium prices. They adopt
Freemium pricing or Premium
pricing strategy. Premium
Pricing strategy of google is
for rich class people who
easily adopt its pricing
strategies (Jacobsen and et.al.,
2014). On the other hand,
Freemium Pricing strategy
involves free and premium
which is combined into a
single strategy. As compare to
others, Apple has always set
high prices against high
quality product or services.
As compare to Apple
technology, Google’s Prices
and pricing strategies are also
reflecting the situation to
innovation. Google adopt
different pricing strategies
and ways to make work more
effective. Different pricing
strategies of Google is
satisfactory. Google basically
adopt Premium pricing,
Market oriented, Penetrations
and value-based pricing
method for set prices for
their product.
Place Headquarter of Apple are
located at Cupertino,
California. Also, they have
200 retail stores worldwide
involving US, UK, Canada.
Google is situated at
Mountain View in California.
They are also looking places
is that it is online business. It
distributes utilising internet
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Recently, company opened
new store in Shanghai China.
as channel (Yadav, Kumar
Dokania and Swaroop
Pathak, 2016).
Promotion Company offers special
discount on refurbished iPod
Nanos, iPod Touch. Online
Apple stores offers iTunes gift
cards. Firm has packaged
back-to-school offers which
involving some purpose at
college students.
Google utilises AdWords
itself. Firm has public
relations functions which
uses to proactively manage
media. Google Chrome has
its own TV advertisement.
Physical Evidence The logo of Apple has
developed from their actual
depiction of Sir Isaac Newton
under tree to memorable
rainbow apple to show blue
Apple with bite taken out
(Wilson, 2014).
The name of Google refers
number of followed by 100
zeros. Therefore, founders
mistakenly registered Google
as their domain name.
Process Company converts new
consumers and secures their
loyalty by corporate accent on
consumers services. They
have expanded their
distribution channels in
current years involving the
addition of Wal Mart.
Firm retains search term. It
gathers information on
searches to aid to refine
search algorithm. It
consumers utilise Google
mail or calendar after that
they are providing more info
about them to Google.
People Apple has employed 132000
people in 2018.
Google has employed 98771
in fourth quarter of 2018.
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TASK 3
P 4 Produce and evaluate basic marketing plan
COVERED IN PPT
TASK 4
Reflection of group work
From the above study, I have many contributions such as research on topic that is
marketing essentials, collecting the various informations relating to subject, giving different
suggestion and ideas to my group members relating to study in the group presentation. In
addition to that, our topic is marketing essentials, so that first of all, I have identified that
meaning of marketing, its roles and responsibilities in different manners like organizational
context and marketing environment of business. I have learned that marketing and its functions
play various roles like promoting the goods, targeting the consumers and its satisfaction. In
addition to that, I have identified that comparison between marketing mix between Apple and
Google for achieving the objectives and goals of both organization.
In this context, I have learned that both companies make efforts to expand the range of
products, promoting and distributing them in the marketplace. With the help of it, both
organizations achieve their objectives and growth as well as success of business in the
technology industry. I have learned that marketing mix strategies help in process of marketing
planning of products and services of firm. In addition to that, I have determined that various
factors involving in preparing the marketing plan such as situational analysis, SWOT analysis,
marketing mix strategies and forecast budget etc.
Therefore, I have learned that this marketing plan is very necessary and essential for
developing new product in the marketplace that can utilised by Apple. For that, I have analysed
PESTLE factors in relation to situational analysis in which various elements involves such as
taxation policy, living of standards of people, technological advancement, employment and
consumers protection regulations and environmental issues etc. These factors are highly
influenced on existing operation as well as new product development of firm. Also, I have
determined that strengths, weakness, opportunities and threats of Apple which have directly
affected on new product development in both positive and negative ways. In this context, I have
learned that strong brand image is strength of firm which impact positively, higher prices then
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competition is weakness of business which effect negatively, product diversification is
opportunity which impact positively and quality problems is threat of business which effect
negatively on new product development (iPhone SE 2) by Apple.
In this context, I have learned that evaluation of marketing plan is very essential to
develop new product in the marketplace. Therefore, I have determined that various ways which
are helped to evaluation of marketing plans. Ways involves response of consumers, number of
sales, return on investment, clear strategies and SWOT analysis of firm. These help to achieve
the marketing objectives as well as business goals. I have learned that foresting budget is also
essential to marketing plan, because in which we can determine various factors such as
marketing research, surveys, digital marketing, online ad and so on. This help to planning of
marketing effectively and new product development in the marketplace.
In addition to that, I have learned that segmentation, targeting and positioning strategy is
very important to determine consumers group in which company sell their product and services.
This strategy help to target consumers in different segments that involves behavioural,
demographic like age, income, gender etc. This strategy also assist in creating marketing plan
and its implementation for new product development in the marketplace.
CONCLUSION
From this report, it can be concluded that marketing functions plays various roles and
responsibilities in relation to public relation, sales promotion, analysing the marketing
information for selling of goods and services in the marketplace. It can be discussed that
marketing activity plays different role in organization which includes promotion, marketing
planning, customer support services to achieve marketing and organizational objectives.
Furthermore, it can be concluded that different organizations implement different marketing mix
strategy for example Apple and Google for process of marketing planning and achieving the
objectives of business.
Moreover, it can be discussed that various factors involving in marketing plan such as
marketing objectives, PESTEL analysis as situational analysis, SWOT analysis, marketing mix
strategy and budget as well as evaluation of marketing plan. It involves consumers response,
return on investment, sales number, SWOT analysis of company. Moreover, it can be concluded
that reflection of contribution and learning of group work.
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