Marketing Essentials Presentation: Apple Inc. Roles and Functions

This presentation provides an overview of the marketing essentials employed by Apple Inc. to establish a strong brand image. It begins with an introduction to marketing and its significance, followed by an in-depth analysis of key marketing roles and responsibilities, including marketing research, planning, product development, promotion, and selling. The presentation uses Apple Inc. as a case study to illustrate how these functions are implemented. Furthermore, it explores the interrelationships between the marketing department and other functional units within the company, such as HRM, finance, and IT, highlighting how these collaborations contribute to achieving business goals. The conclusion summarizes the key takeaways, emphasizing the impact of effective marketing strategies on building a global customer base, and references academic sources to support the information presented.

Marketing Essentials

Table of content
 INTRODUCTION
 Key roles and responsibility of the marketing functions
 Interrelationship between marketing and different functional units of the company
 CONCLUSION

INTRODUCTION
 A set of action or tactics that undertakes by companies in order to promote brand image in the business
market. It is essential for the organization success because it helps to influence brand publicity in
customers and attracts customer towards products.
 The main purpose of this presentation is to provide brief knowledge about different marketing roles and
responsibilities which have used by Apple Inc. to build high reputable brand globally.

Key roles and responsibility of the marketing functions
Marketing research
 It is one of the prime functions of marketing that is used by lots of companies
because it supports to understand customer’s reviews for the products and
competitors action against business.
 With this function company enable to fulfil needs of customers as well as
expectations within minimum time.
 However, marketers play efficient role in the marketing research context such
as they collect all information related to customer’s needs, expectation and
preferences then self-analysis so that they can report to HR management.
 HR and upper management work together to take effective decision on the
basis of collected information which influences individuals working in the
workplace as resulted gets productive results in the business.

Cont.
Marketing Planning
 It is another effective responsibility of marketing function which assist corporation to
achieve all projected objective by creating effective marketing plan for the specific
timeframe. However, marketing plan is designed on the basis of upper management
requirements and analysis of market situation.
 To understand this role of marketing function has an example of Apple Inc. such as
upper management has goal to expand it’s business in UK market promptly. Then
marketers initially analysed UK’s market to understand customers requirements then
they reported to HR.
Product development
 It is also considered one of the essential functions of marketing that explains about
product infrastructure and it’s benefits which gives high contribution in product
selling. The reason behind is that when product looks attractive and posses’ more
benefits that ultimately encourages customers to buy product.
 Apple Inc. has introduced iPhone as product which is quite attractive and innovative
in it’s sector which increased selling revenue of the Apple Inc.

Cont.
Promotion
 It is the process of increasing awareness in customers about new products and services.
This marketing is not only supported to aware customers but also played major role in
selling products.
 Apple Inc. does not believe in promotional resources so it uses limited resource to
publish it’s branded products.
Selling
 Pricing factor is one of the most significant factors because it helps customer to take
purchasing decision. For example, if company sells it’s product at affordable price with
high quality that attracts customers to buy product or services as resulted company can
become market leader. On the other hand, if company sells it’s product at expensive price
that reduces purchasing behaviour of customers as resulted it cannot build strong
customer base.
 So, it is essential for the upper management of Apple Inc. to manufacture some
affordable price products then it can generate high sales revenue in all markets.

Interrelationship between marketing and different
functional units of the company
HRM and Marketing
 Marketing and Human resource management works together to create
marketing strategy so that company enable to achieve profitability in the
business.
 For example, marketing management of Apple Inc. often conducts market
research in order to understand customer attitude for the product and it’s
services and examine competitive positioning of the company in the business
market.
 Then marketers self-analysed all collected information to determine
opportunity and threats for the business and draw conclusion. Human
resource management develops different strategy based on conclusion which
have reported by marketing manager.
 While marketing team implements decision successfully so that company can
receive desirable outcomes in business market.

Cont.
Finance and marketing
 Finance and marketing department also keeps close relationship from each other because both works on common
goal such as generate financial benefits.
 Generally, marketing department often depend on finance department whenever marketers need funds to publish
brand or products in the business market.
 For example, finance management of Apple Inc. always try to save extra expenditure so that company can use this
money in other business activity through which company earn high economical profit.
 In the a case, marketing managers needs funds for promoting Apple’s product then they directly communicate
with finance department and give them overall information about different marketing activities i.e. marketing
platform and advertisement campaigns which uses in product promotion.

Cont.
IT and marketing
 In modern era, most of the companies like Apple Inc. gains lots of advantage
from this interrelationship. The reason behind is that information technology
creates different communication apps or sites and upgrade existing technology
so that marketing department can work more promptly at the workplace.
 However, marketing department always needs support of IT department for
updating existing software so that marketing team can perform marketing
functions more effectively which ultimately brings competitive advantage in
business.
 In a case this interrelationship gives negative on organization performance such
as if IT department does not have knowledge about emerging technology in that
state marketing department also cannot access new customers in efficient
manner.

CONCLUSION
 This presentation has been summarized different roles and responsibilities of marketing functions that has
practised by Apple Inc. in order to establish good brand image in it’s business sector.
 With these marketing functions, it has established large customer base globally. The brief study has been
given comprehensive knowledge about interrelationship between marketing and organization’s functional
unit.

REFERENCES
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