MARKETING PRINCIPLES

Marketing Principles



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 (Booth, 1988,, 39).

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 (Booth, 1988,, 39).

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

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 (Burgman, 2010).

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” (Burgman, 2010).

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 needs. However, the apple approach is highly consumer cantered; this will initially generate profits but in the long run does not help in building consumer relationships.

Product Concept

This concept holds that company's focus on the product and its continuous improvement. This concept is somewhat relevant to apple's strategy as it continuously strives to improve ...