Marketing Principles: Apple's Product Introduction and Review

This report provides an in-depth analysis of Apple's marketing principles and practices. It begins with an introduction to Apple's products, highlighting their significance in the telecom industry and the company's global presence. The report then delves into a literature review, exploring key marketing concepts such as production orientation, product orientation, and sales strategies. It examines the influence of various factors on consumer buying decisions, including problem recognition, search processes, evaluation of alternatives, and the selection stage. The report also includes recommendations for Apple, emphasizing the need to consider market fluctuations and consumer behavior. Finally, the report concludes that effective marketing is essential for an organization's success and growth, focusing on the promotional strategies employed by Apple to establish its brand and satisfy customer needs.

Marketing
Principles and
Practice

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
Introduction of products..............................................................................................................1
Literature review.........................................................................................................................2
PART 2............................................................................................................................................5
Covered in PPT...........................................................................................................................5
RECOMMENDATION...................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is an ongoing process which is used by an organization to promote their goods
or services across the international boundaries in order to acquire maximum profit by fulfilling
the consumer needs. Apple is one of the famous enterprise in telecom industry due to their
advanced products (Child, 2015). Thus, assignment is going to highlight the significance of
marketing concept for large business and techniques used by firm to promote their innovative
products. Influence on decisional process of buyers due to changes in several other factors are
also outlined in this project.
PART 1
Introduction of products
Apple is a very large association by having its branches across the world and engaged in
designing electronics items, computer software or various other qualitative products. However, it
is an American multinational technology organization whose main motive is to introduce
numerous of creative goods in order to generate maximum return on their investment by
capturing minds of customers. Along with this, most significant product which is designed by
this company are ; iPhone, smartphone, iPad tablet, modern computers with advanced features,
iPod portable media player, smart watches, TV, and so on. Hence, it is analysed that this
enterprise is engaged in manufacturing number of electronics items in order to expand their
business at global level.
(Source:- APPLE LIQUIDATION SERVICES, 2017)
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Illustration 1: APPLE LIQUIDATION SERVICES

Literature review
a) Use of marketing concepts
According to Jobber and Ellis-Chadwick, (2012) it is stated that selling of goods is not an
easy task because it requires an appropriate strategies or tools to promote products across the
international boundaries. In fact, apple is a very popular brand and having their positive image at
global marketplace due to their outstanding plans for marketing activities. Therefore, an
organization is using number of modern technology to capture the minds of local as well as
foreign clients in a minimum time period by fulfilling their needs or demands. However,
according to survey report it has been understood that while making marketing plan an
association is considering necessary factors in order to acquire maximum return on their initial
investment.
(Source:- Hughes, 2012)
Thus, some of the essential concept of merchandising department which plays a very
crucial in development of an organization is describing as follows:- Production orientation:- According to Malekoff, (2015) it states that manufacturing
department of selected firm ignored choice or taste of customers because their main
objective is to design qualitative products in order to launch goods with advanced
features. Thus, this terminology shows the designing policy of an organization and their
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Illustration 2: Apple quarterly revenue

way of producing items. For example; Apple is considering unique features, modern
applications with advanced facilities, high quality due to costly raw materials while
manufacturing iPhone 6. Product orientation:- In this factor an association is highlighting unique features or
additional facilities of specific product while promoting it at marketplace. For instance;
Apple is mentioning uniqueness of iPhone 6 during selling process in order to gain
maximum return on their initial investment.
 Sales:- As per the viewpoint of McHugh and Krukonis, (2013) it has been analysed that
if an organization is not worrying about customer needs because their main motive is to
focus on acquiring maximum profit. Thus, according to this factor first or foremost
objective of an enterprise is to increase their sales volume by using several technique of
promotion.
Apart from these three terms of marketing an organization needs to adopt various useful
marketing technology for establishing their company goodwill at marketplace. Thus some of the
necessary elements are expressed below:- Marketing research:- According to Moriarty, and et. al., (2014) it is indispensable to
conduct investigation programmes for identifying changes in necessary internal and
external factors that have a major impact on a company success. Brand:- Apple is one the popular brand at global level due to its unique products which
make them fully different from each other. NPD Process:- It is a complete procedure of launching new or innovative products at
marketplace for gaining attention of domestic as well as foreign clients. Product life cycle:- According to Salvo, (2015) this factor shows the various stages of
products which starts from introduction followed by growth, maturity and at the end
declining phase.
 Pricing strategies:- Techniques of fixing product price by considering essential facts or
figures.
b) Affect on consumer buying decision
According to Hughes, (2012) it has been stated that decisions of consumers are always
changes due to fluctuation in several internal and external factors such as; price of product due to
high or low demand, modification in political norms, economical alteration and henceforth.
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Thus, decisional process of customers are fluctuated which takes a complete process that is
mentioned as underneath:- Recognition of problem:- Initial step started with identification of consumer need for
particular product. For example; student of post graduation requires iPhone, smartphone
or computer system to complete their college assignment in an effective way. Therefore,
in order to accomplished the project of institute student requires advanced system.
 Search process:- After knowing the issue its time to accumulate necessary information
related with products before making final decisions.
(Source:- New Product Development Process, 2011) Evaluating alternatives:- Its time to compare the various options which is required by
consumer before buying it. For example; comparison between computer sell by various
companies such as; Apple, Dell, Acer, Lenovo and so on (APPLE LIQUIDATION
SERVICES, 2017). Selection stage:- In this stage an association need to select one of the best company to
buy their product after considering necessary facts or figures such as; price, quality, raw
materials, brand image and several one,
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Illustration 3: New Product Development Process

 Evaluation of decision:- At last an individual make a final decision to buy a specific
product such as; as per above example student is going to buy computer from Apple
because of their qualitative items or durability (New Product Development Process,
2011).
PART 2
Covered in PPT
RECOMMENDATION
After considering above information it is analysed that an organization need to adopt
various useful or appropriate marketing technology to promote their company products across
the borders. Hence, some of the essential suggestion which is beneficial for Apple company is
expressing as follows:-
 Need to consider fluctuation in various factors before making any decision.
 Influence the consumer decision by implementing several programmes or sessions.
 Hired skilled or talented employees to handle complex situation of marketing.
CONCLUSION
From the above report it has been summarised that marketing is a indispensable for
success or development of an organization because it aids them in maximizing their company
sales volume. Thus, report was focussing on promotional strategy which is adopted by Apple to
establish their organizational goodwill at marketplace by satisfying needs or desires of each or
every customers.
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REFERENCES
Books and Journals
Child, J., 2015. Organization: contemporary principles and practice. John Wiley & Sons.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Malekoff, A., 2015. Group work with adolescents: Principles and practice. Guilford
Publications.
McHugh, M. and Krukonis, V., 2013. Supercritical fluid extraction: principles and practice.
Elsevier.
Moriarty, S., and et. al., 2014. Advertising: Principles and practice. Pearson Australia.
Salvo, S.G., 2015. Massage Therapy-E-Book: Principles and Practice. Elsevier Health Sciences.
Online
APPLE LIQUIDATION SERVICES, 2017. [Online]. Available
through<http://cashforelectronicscrapusa.com/apple-liquidation-services/>.
Hughes, 2012. [Online]. Available through<http://appleinsider.com/articles/12/10/19/apple-
predicted-to-phase-out-ipad-2-to-streamline-product-line-for-ipad-mini>.
New Product Development Process, 2011. [Online]. Available
through<https://hubpages.com/business/New-Product-Development-how-to>.
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