Marketing Concepts and Orientations: iPhone 11 Case Study Report

This report delves into the marketing principles and practices employed by Apple, using the iPhone 11 as a primary example. It defines and analyzes key marketing concepts, including product, production, and sales orientations, evaluating their effectiveness in the context of the iPhone 11 launch. The report further compares marketing orientation with societal marketing orientation, assessing their relevance to Apple's strategies. The analysis includes a detailed examination of the target audience and the digital market. The report concludes with recommendations for enhancing Apple's marketing effectiveness, suggesting a balanced approach to product and production orientations. The report references academic sources to support its claims, providing a comprehensive overview of marketing in practice and its application to the iPhone 11.

Marketing Principles and
Practise

Table of Contents
Contents
MAIN BODY...................................................................................................................................4
1. Define the key marketing concepts and comment on their effectiveness using iPhone 11 as
an example..............................................................................................................................4
2. Compare with Marketing Orientation and Societal Marketing Orientation.......................5
RECOMMENDATION:.........................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing practise is consists about distributing, selling and manufacturing of product
and services with having objective to enhancing awareness in market as well as to attract
customer in more amount (Adi and Adawiyah., 2018.). In this report, organisation is been
considered Apple company, where they planning to introduce iPhone 11 to investigate market for
it to pitch the product in systematic manner.
Further in this report topics are covering about marketing related concept and having
marketing activities related with promotional and selling of Apple product in digital market.
MAIN BODY
1. Define the key marketing concepts and comment on their effectiveness using iPhone 11 as an
example.
Marketing Management Orientation
Overview of Marketing.
The marketing concept is encompass to identifying consumer needs and wants along with
manufacturing product in terms of goods and services. To enhance creativity or ideas can bring
more growth which also satisfy customer as well as profit (Ćoris. and et. al., 2020.). Similarly, in
Apple company their marketing team is scrutinize new vision to introduce Apple iPhone 11 in
market which attract more customer. Through considering effective market promotion practise
some following points are elaborates in below:
Product Orientation:
It defines about product objectives which more focuses to attain needs and wants of
customer rather than procure as many product as possible in proficient or efficient manner. It
main objective to what customer demanded from a particular product and services. This process
helps to Apple iPhone 11, as it exceptional and unique concept of mobile technology with
premium type product and Apple need to set their benchmark to which accomplish to meet
people expectations and satisfied them effectively.
Production Orientation:
This explains about production related process which determines on manufacturing, this
strategy stats when company starts produce product within high quality specification as

additional traits which makes product unique and without any concerned towards customer
demand point of view (Bozkurt., 2019). By approaching this segmentation from Apple iPhone 11
can setting more standards of quality increased or they aware about customer buying behaviour
and not making the priority. Apple assure that their existing and upcoming product like iPhone
would meet the customer expectation as well as standards in terms of quality, price, durability
and not having worry about that weather product will get succeed or not appropriate.
Sales Orientation:
This orientation is related business approach which having influence to improving sales
of particular company’s product or services without taking the actual needs with customer into
their deep consideration. This strategy utilise by any business firm enhance when manufacturing
of product and service in effective manner and convince to people to buy without first
considering that what customer actually wants (Gunarathne., 2016). Similarly, Apple iPhone 11
can also implies their product to approach by customer to purchase where they tries to inputs
some extra features that helps to retain more people as well as productive will also generates.
2. Compare with Marketing Orientation and Societal Marketing Orientation.
Marketing Orientation: As this term understands about basic fundamental of marketing
presumes while enhancing product and services to identifying target customer which is one
of most important priority towards business goals of owner, but managers of marketing
measure and implement strategy to scrutinize ways to approach buyers in aspect of long
time. As in perspective of Apple iPhone 11, if they approach to this orientation where they
need to work on evaluating their target audience where they can pitch the product
effectively (Parveen, Jaafar and Ainin, 2016). But Apple marketing team has been already
successfully targeted and hold their customer, where the trust factor is more enables
between product and people’s expectations.
Societal Marketing Orientation: In this process it encompasses on social responsibility
along to suggests which is sustain towards long term success where the company must
develop or design proficient strategy. The formation of strategy provides optimum values
towards customer to maintaining as well as develop healthy relationship in society aspects
through better than competitors. Through Apple company ensures their product develop a
relation between people to people and contributing positive benefits to particular society.

Furthermore, Societal Marketing Orientation also develop beyond the conflicts between
individual customer that enhance to deliver short term needs to run the society for long
term.
Evaluation:
Through both Orientation, for Apple iPhone 11 must follow the better understanding of
Marketing Orientation which helps to guide in systematic and productive way to analyse
market as well as investigating target audience (Liu and Huang., 2020). Along with,
needs of digital market in terms of gadgets and new advancement of technology applies
for setting new benchmark for competitors by Apple as their specifications are more
advanced than such iOS processor, internal storage, Camera, sound, artificial features
blows customer mind and convince to buy. But due to high price Apple having positive
and negative aspects such as easily approach target customer and most of people are
seeking of economic range f gadgets.
RECOMMENDATION:
Through above discussion Apple Inc. product can be more effectiveness by considering
both Production Orientation and Product Orientation. As both marketing application
strategy are interrelated with each other and support to guide for identifying customer
needs and wants from market as well as product. In other hand, after setting position in
market and gaining optimum trust of customer then, Production Orientation generates
more positive outcomes by manufacturing more high specified product without anu
customer demand or expectation concerned (Luca, Hibbert and McDonald,., 2016. After
successfully launching of iPhone 5 and MacBook, Steve jobs announced further upcoming
model at the year of 2011-2012, and that planning conducts syetmatically and get succeed
too launching products in market like iPhone 6, 6s, 7, 7s, 8 , 8pro, 9… apart from it Apple
iWatches turns the market towards in their favour by introducing first artificial intelligence
specification trait watch attract high market share.

CONCLUSION
From above summarisation of Marketing Practise report is explains about overall
background of concept of international market in concept of Apple Company iPhone 11
effectiveness performance in market. By highlight different marketing orientation such as
Production, Product Sales and Societal orientation of marketing practise that provides better
understand about different market concept to trade product for having growth objective.

REFERENCES
Books and journal
Adi, P. H. and Adawiyah, W. R., 2018. The impact of religiosity, environmental marketing
orientation and practices on performance. Journal of Islamic Marketing.
Ćorić, D.S. and et. al., 2020. An Exploration of Start-ups’ Sustainable Marketing Orientation
(SMO). Industrial Marketing Management. 91. pp.176-186.
Bozkurt, B., 2019. Understanding the Customer. In Debates in Marketing Orientation. Emerald
Publishing Limited.
Gunarathne, D. U., 2016. Revisited: Applicability of Market Orientation Models in Sri Lanka.
FIIB Business Review. 5(4). pp.3-7.
Parveen, F., Jaafar, N. I. and Ainin, S., 2016. Social media’s impact on organizational
performance and entrepreneurial orientation in organizations. Management Decision.
Liu, C. H. S. and Huang, C. E., 2020. Discovering differences in the relationship among social
entrepreneurial orientation, extensions to market orientation and value co-creation–The
moderating role of social entrepreneurial self-efficacy. Journal of Hospitality and
Tourism Management. 42,.pp.97-106.
Luca, N. R., Hibbert, S. and McDonald, R., 2016. Towards a service-dominant approach to
social marketing. Marketing Theory. 16(2
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