MARKETING

Marketing Principles

Introduction3

Marketing Definitions4

Phillip Kotler4

American Marketing Association4

Marketing concepts5

Production Concept5

Product Concept5

Selling Concept5

Marketing Concept6

Micro and Macro environmental factors6

Micro Factors6

Macro Factors7

Market Segmentation (for 2 products)9

Apple Computers9

Apple I phone9

Factors that influence buyer behaviour10

Sustainable Competitive Edge10

Distribution methods11

Producer-Customer11

Producer-Retailer-Customer:11

Producer-Wholesaler-Retailer-Customer11

Producer-Agent-Wholesaler-Retailer-Customer12

Pricing methods12

Premium Pricing12

Penetration Pricing12

Economy Pricing13

Price Skimming13

Psychological Pricing13

Integrated marketing communication & Promotional mix13

Integrated Marketing Communication13

Elements of Promotional mix14

Extended Marketing Mix in Service Industry14

People15

Process15

Physical Ambiance15

Marketing Mix of two different segments15

Apple and International Market16

Socio-economic factors16

Political Factors16

Marketing Principles

Introduction

The foundation stone of Apple Computers Inc. was laid down by Steve Jobs and Steve Woznaik in April, 1976. Ron Wayne, the co-founder of Apple Computer designed the logo of Apple. The logo had the tinge of Sir Isaac Newton's law of gravity.

Apple Inc. is an American multinational company, that devises and markets consumer electronic goods, personal computers, and computer software. On top of the line apple's hardware products include Macintosh computers, phone, iPod and iPod. The operating system of apple is Mac OS X, additionally, the iTunes media software and the work, productivity software.

The headquarters of Apple Inc. is located in California, USA. Over the period of time, apple has gained wide popularity in consumer electronic products. Apple has played rightly by analyzing consumer needs and created a room of its products. Nowadays, apple is considered as a market leader in the smart phone and computers.

Marketing Definitions

Phillip Kotler

“1) Marketing is the process by which an organization relates creatively, productively, and profitably to the marketplace. 2) Marketing is the art of creating and satisfying customers at a profit. 3) Marketing is getting the right goods and services to the right people at the right places at the right time at the right price with the right communications and promotion”.

According to Philip Kotler, marketing is not just telling and selling, but rather a process of identifying customer needs making products according to their requirement, hence selling and telling is a part of the whole marketing process. There is an exchange of values, and providing superior customer value (Kotler, 2009, p. 5)

In case of apple, the need identification is well done, the apple products without any doubt does provide superior value to their customers. Apple's marketing strategy is customer cantered, which means, need identification is a prime factor, and delivering superior value to customers which ultimately end up having profitable customer relationship in long-term.

American Marketing Association

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”

American Marketing Association defines marketing as the processes of deliver value to the customer. The value proposition still resembles the apple marketing strategy. Their process of communicating and delivering products are according to the needs of customers, and there is an exchange of values.

Marketing concepts

Production Concept

According to this concept, consumers will prefer products that are highly affordable. Apple cannot adopt this concept as this focuses mainly on production and sidelines the quality of their product based on consumer ...