...Marketing Mix MKT/421 Marketing Mix The marketing mix plays a vital role in the growth and survival organization. The Four P’S are known as the Marketing Mix, which is consisting of the following: Product A product is often created to fill a particular need in the marketplace. The product is the combination of all the contacts between the market and the marketer, through which goods are sought and purchase. At various point in the life cycle of a product, various marketing strategies become important. In early stages, advertising is essential to create product knowledge, while in later stage when the majority of potential consumers would have already bought the product, owner prices may be necessary to enhance further sales. Place A place is not where a business is located but where customers are. For a retailer like Apple Incorporated an ideal place is the global economy. Here place means the genuine physical position of the customer in a geographic area or along a distribution channel. Place is about product flow ensuring that product is disperse to the customer or consumer no matter the location throughout the marketplace. Price Price is a significant element of the marketing mix. The costs of placing a product on the market represents the base price, for if price fall below the cost, the producer ultimately will incur a loss. Most organizations tend to keep the prices of products within a price range to meet the means of...
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...Marketing Strategy of Apple Inc and its Effectiveness ukessays.com /essays/marketing/marketing-strategy-of-apple-inc-and-its-effectiveness-marketingessay.php Carrying out this research on a strong brand image like Apple Inc. contributes to further and wider understandings about marketing strategies, even for other organizations, such as: To study the needs, wants and expectations of the various customers from different market segments. To find out reactions of customers to products of the company. To evaluate company's sales promotion measures for suitable adjustment and improvements. To study current marketing problems and opportunities for suitable follow up. To suggest introduction of new products, modification of existing products. To study marketing competition, channel of distribution and pricing for suitable changes if necessary. To find methods for making the product popular and raising its goodwill and marketing reputation. Furthermore, from a student’s viewpoint, it helps to improve research, analytical and presentation skills, rather than just studying from the assigned text books and preparing for CAT and ACCA exams for the past three years. Research Question How effective was the marketing mix strategies used by Apple Inc. to maximise their overall performance and gaining market share comparing the financial performance for year 2009 and year 2010? 2.0) Company Background Apple Inc. is a California corporation founded in 1977, selling a range of personal computers...
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...revenue, promotion can also be seen as a way of penetrating the market to gain more recognition. Promotional Mix The promotional mix has six elements and I will be moving on to describe the mix being used by two businesses, the six elements are as follow include: Advertising, direct marketing, personal selling, sales promotions, sponsorship, publicity and public relations. Advertising Advertising in the promotional mix is important because it’s a way a business can advertise their specific product or service in order for them to get recognised and try achieve sales for the specific product you’re selling. Direct Marketing Direct marketing is effective in the mix because what direct marketing is that it’s selling directly to the customer through things like over the phone telephone selling or even mail order that’s what makes it direct rather than public. Personal Selling Personal selling is where there is face to face selling and this is where after the face to face confrontation the business attempts to persuade the customer to take a free trial or purchase the product. Sales Promotions Sale promotion is a method or a marketing technique used by businesses to attract a consumer into new products for them to be persuaded to purchase them so there may be temporary changes in price in order to entice them. Sponsorship Sponsorship can be seen as very effective in the mix because it can go a long way to helping a business achieve its aims; it’s just the position of a sponsor...
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...revenue, promotion can also be seen as a way of penetrating the market to gain more recognition. Promotional Mix The promotional mix has six elements and I will be moving on to describe the mix being used by two businesses, the six elements are as follow include: Advertising, direct marketing, personal selling, sales promotions, sponsorship, publicity and public relations. Advertising Advertising in the promotional mix is important because it’s a way a business can advertise their specific product or service in order for them to get recognised and try achieve sales for the specific product you’re selling. Direct Marketing Direct marketing is effective in the mix because what direct marketing is that it’s selling directly to the customer through things like over the phone telephone selling or even mail order that’s what makes it direct rather than public. Personal Selling Personal selling is where there is face to face selling and this is where after the face to face confrontation the business attempts to persuade the customer to take a free trial or purchase the product. Sales Promotions Sale promotion is a method or a marketing technique used by businesses to attract a consumer into new products for them to be persuaded to purchase them so there may be temporary changes in price in order to entice them. Sponsorship Sponsorship can be seen as very effective in the mix because it can go a long way to helping a business achieve its aims; it’s just the position of a sponsor...
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...Infinite Loop Cupertino, CA 95014 U.S.A. 408-996-1010 Description of company: Apple Inc. (Apple), incorporated on January 3, 1977, along with its subsidiaries, is engaged in designing, manufacturing and marketing mobile communication and media devices, personal computers, and portable digital music players. It also sells a range of related software, services, peripherals, networking solutions, and third-party digital content and applications. The Company’s products and services include iPhone, iPad, Mac, iPod, Apple TV, a portfolio of consumer and professional software applications, the iOS and Mac OS X operating systems, iCloud, and a range of accessory, service and support offerings. It also sells and delivers digital content and applications through the iTunes Store, App Store, iBookstore, and Mac App Store. During the year ended November 24, 2011, the Company, as part of a consortium, acquired Nortel Networks Corporation’s patent portfolio. In February 2012, the Company acquired app-search engine Chomp. Apple sells its products worldwide through its retail stores, online stores, and direct sales force, as well as through third-party cellular network carriers, wholesalers, retailers, and resellers. In addition, the Company sells a range of third-party iPhone, iPad, Mac and iPod compatible products, including application software, printers, storage devices, speakers, headphones, and various other accessories and peripherals, through its online and retail stores. The Company...
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...Marketing Mix Andrew Pittman University of Phoenix MKT 421 Marketing Mix In a successful marketing campaign the needs of the customers are successfully met. In meeting the customers needs it can be simplified by meeting the variables of marketing mix. The company Apple will be used as an example with their use of the marketing mix. This paper will be discussing product, place, promotion, and price as it concerns apple. Product The product area can be explained as, “The Product area is concerned with developing the right “product” for the target market” (Perreault, Cannon, & McCarthy, 2011, p. 36). The product can be either a physical good or a service a company provides. A products has several elements that combine to create what the company is providing to the consumer. Product variety refers to when a company creates more than one standard product. These products can vary in features, styles, color, and design. A products quality is the characteristics of a product that makes it desirable to consumers. Companies usually have quality assurance steps to ensure each product meets these standards. A products design is a feature that differentiates itself from other products on the market. A products features are is capabilities the product offers. The features aid in the benefit o the product and its marketability. A products brand name gives recognition to the product and its marketability. Its brand can also create trust in consumers. ...
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...variety of software, networking, service and maintenanceand other digital applications.However, The Company also sells and delivers kinds of digital applications such as iPhone,iPad, Mac, iPod, Apple TV and a portfolio of consumer and professional software applications.The Apple Company also sells its products worldwide through its retail stores, direct onlinestores, and direct sales force, as well as through the third-party cellular network, wholesalersand retailers. Apple Company offer a variety of mobile devices, personal computers (Desktop and Laptop),modern digital music players and others variety of different software, networking and generalservices. In addition, the company has its own company software products including, thecompany mobile operating system, and the Company‟s proprietary Operating system softwarefor the Mac; server software and application software for consumer, together with education,initiative and government customers. The value of Apple‟s brand increased by 129% in the past year, from about $33 billion in 2011 to $76 billion this year, according to iInterbrand‟s Global brand Rankings 2012. The company iseveryday increasing year by year and the high record among company‟s grade. International Marketing SID No: 1241835 2 Figure: 1(Source: IDC...
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...The current issue and full text archive of this journal is available at http://www.emerald-library.com/ft McDonald's: ``think global, act local'' ± the marketing mix Principal Lecturer, Manchester Metropolitan University, Manchester, UK Keywords Globalization, Marketing mix, Marketing management, Fast-food industry, Marketing, Franchising Abstract Focuses on the marketing mix of McDonald's. Highlights how the company combines internationalisation and globalisation elements according to various fast food markets. Using the effect of strategical and tactical models, the case illustrates the effect of McDonald's on the global environment and how they adapt to local communities. Describes future franchise plans for McDonald's. McDonald's: ``think global, act local'' 97 Claudio Vignali Introduction McDonald's background Two brothers, Richard and Maurice McDonald founded McDonald's in 1937. The brothers developed food processing and assembly line techniques at a tiny drive-in restaurant east of Pasadena, California. In 1954, Ray Kroc, a milk-shake mixer salesman, saw an opportunity in this market and negotiated a franchise deal giving him exclusive rights to franchise McDonald's in the USA. Mr Kroc offered a McDonald's franchise for $950 at a time when other franchising companies sold restaurant and ice-cream franchises for up to $50,000. Mr Kroc also took a service fee of 1.9 per cent of sales for himself plus a royalty of 0.5 per cent of sales went to the McDonald brothers...
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...An Evaluation of Marketing Practices Used by Apple Inc. In the last few decades, with the advent of personal computers (or PCs), a handful of companies have battled for a market share in this continually growing industry. One such company, Apple Incorporated, has proven to be exceptionally innovative and successful at creating product lines that easily distinguish themselves from competitors’ products. Apple, under the leadership of CEO Steve Jobs, has even begun to diversify its production, and in recent years, includes everything from music and entertainment software to numerous electronic appliances. Across all its different business sectors, Apple has been widely praised as being creative and original in its advertising and marketing strategies (insidecrm.com). It can be argued that Apple’s massive success and profitably are strongly connected to the company’s ability to accurately ascertain what the public wants and effectively market their products to customers. This paper will outline different marketing policies and strategies used by Apple Inc and compare them to academic marketing theories such as the Marketing Mix, Relationship Marketing and Marketing Warfare. As one of the older and more prominent theories discussed here, the 4-P Marketing Mix was created by E. Jerome McCarthy in 1960, which incorporates the aspects of product, price, place and promotion. In terms of products and services, Apple Inc’s main sources of revenue are from sales of PCs and laptops...
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...International Institute of Professional Studies Management Research Project Project Proposal Proposed Project (Synopsis) A comparative study of Push & Pull Promotional Strategy with special reference to selling practices among various cosmetics brands in Indore market. Submitted To: Dr. Yamini Karmarkar Reader IIPS-DAVV Indore. Submitted By: Bhumika Singh MBA (APR) 4th Sem IIPS-DAVV Indore INDEX 1. Introduction 2. Project proposed 3. Objective Of The Project 4. Conceptual Framework 5. Literature Review 6. Proposed Methodology 7. Limitations of study 8. References Introduction Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audience is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol a drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Cosmetics industry is one of the largest industry in the world. Cosmetics includes a wide range of products ranging from skin-care creams, lotions, perfumes, facial makeup to coloured contact lensed and...
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...g [pic] [pic] SCHOOL OF MANAGEMENT Brand Image of Apple Inc. [pic] BSc in Business and Management Studies [Marketing] TABLE OF CONTENTS[pic] Page ACKNOWLEDGEMENT Executive Summary [pic] Chapter 1: Introduction 1.1 Industry Summary 6 1.2 Company Profile 6 1.3 Brand Personality and Strategy 7 1.4 Line of Flagship Products 8 [pic] Chapter 2: Literature Review and Theoretical Framework 2.1 Literature Review 9 2.2 Corporate Marketing v/s Product Marketing 2.2.1 Corporate Marketing 11 2.2.2 Product Marketing 13 2.3 Definition and Importance of Corporate Image, Reputation & Brand 2.3.1 Corporate Image 14 2.3.2 Corporate Brand 15 2.3.3 Corporate Reputation 15 2.4 Impact of Exogenous Factors on Corporate Image 2.4.1 Effect of Country-of-origin (COO) on Corporate Image 16 2.4.2 Cultural and social influences to Country-of-origin (COO) 17 2.5 Importance of Corporate Communication 2.5.1 Total Corporate Communication Mix 18 2.5.2 Corporate Communication Wheel 19 2.6 Consumer Behavior 2.6.1 Maslow’s Hierarchy of needs 20 2.6.2 Consumer Buying Decision Process 21 2.6.3 Influence of Reference Groups 22 2.6.4 Family Influence on Consumer Behavior...
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...Apple Marketing Mix Introduction Apple, Inc originated from the friendship and mutual interests of Steve Wozniak and Steve Jobs. The Two collaborated in the development of the “Apple I in the early 1970s. The Apple I was a step ahead of most computers of the time featuring a use of aTV as a display system and a cassette interface for recording programs. Would you like to take a lesson on the marketing mix? After obtaining financing for the development of Apple II, the Apple Computer Company was formed in 1970.As the growth of home computer use grew, Apple grew with it. In 1980 the company issued its initial public offering of investment stock. Apple next introduced the MacIntosh Computer in 1983 during the Super Bowl. The computers desktop publishing features provided the foundation for future innovations that have become standard for the company. Today Apple, Inc has more than 33,000 employees and revenues exceeding 42 million dollars. Product • Portable Computers – including Mac products such as Mac Book Pro, iMac, MacBook Air, Mac Mini, Xserve • Servers – including Xserve, Xsan, MacOS X Ser, MobleMe. • Accessories – including MagicMouse, Keyboard, Led Cinema Display. • Wi-fi Based Stations - including Airport Express, Airport Extreme, Time Capsule. • Developer – including Developer Connection, Mac Program, iPhone Program. • iPod – including iPod Shuffle, iPod Nano, ipod Classic. • iPhone – including iPhone5s,5c,4s, iPad. • iTunes – including movies, TV shows, audio...
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...Marketing Mix Paper The term “marketing mix” dates all the way back to the 1960 – 1970s. Neil Borden first coined this term in 1953, and constructed this terminology from James Culliton’s analogy of the marketing procedure being compared to a “mix of ingredients” (NetMBA, 2010). The term ever since has been used all the time when the topic of marketing is brought up. The marketing mix consists of 4 ingredients; often referred as the four P’s (this phrase is interchangeable with the phrase “marketing mix”). Culliton’s analogy was a perfect way to describe the components a marketing plan. The ingredients of a marketing mix can be thought as the ingredients of a cake; all of the ingredients are necessary for the cake to be tasty, However, if too much or too less of some ingredient(s) is/are included, then the cake will be ruined. One can tweak the formula for the cake specifically to enhance the taste of the cake in certain aspects (sweetness, flavor, frosting, etc.). This same concept can be applied directly into marketing; the same actions that one can take and the results in the cake scenario directly correlate to the results of the marketing plan. The four P’s of the marketing mix are price, place, product, and promotion. Each component has its importance, and it is utterly important that all of the components are given equal and abundant importance. The customer is the most important part of the marketing strategy but it isn’t included in the marketing mix because all...
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...Computer hardware Computer software (iOS, OS X, Safari, iLife, iWork, iMovie, iPhoto) Consumer electronics (iPod, iPhone, iPad, Apple TV and Mac products) Digital distribution (iTunes store, iCloud, App StoreSM, Mac App Store) | Geographic areas served | Worldwide (retail stores in 14 countries and online stores in 39 countries)[1] | Headquarters | Cupertino, California, United States | Current CEO | Timothy Donald "Tim" Cook | Revenue | $170,910 billion (2013) 9.2% increase over $156,508 billion (2012)[2] | Profit | $37,037 billion (2013) 12.26% decrease over $ 41,733 (2012)[2] | Employees | 80,300 (2013) | Main Competitors | Samsung Electronics Co., Ltd., Amazon.com, Inc., International Business Machines Corporation, Cisco Systems, Inc., Google Inc., Microsoft Corporation, Dell Inc., LG Electronics, Lenovo Group Limited, Hewlett-Packard Company, Sony Corporation and many others. | Business description This is an Apple business description taken from company’s financial report: “The Company designs, manufactures, and markets mobile communication and media devices, personal computers, and portable digital music players, and sells a variety of related software, services, peripherals, networking solutions, and third-party digital content and applications. The Company’s products and services include iPhone®, iPad®, Mac®, iPod®, Apple TV®, a portfolio of consumer and professional software applications, the iOS and OS X® operating systems, iCloud®, and a variety...
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...BERHAD Marketing Mix, Marketing Strategies and the Tools Prepared by : Mazlina Manshor ID No : 2011566665 ACKNOWLEDGEMENT First of all, I would like to give the greatest thanks to Allah S.W.T. For His granted, I am able to complete the individual task which is case study within the specified time. And my million thanks goes to our respected Marketing Management lecturer, Dr. Wan Kalthom binti Yahya for all the knowledge, attention, and times that she had given and spent with me. I also would like to thank my classmates which help me in giving their opinion in order to ensure that this individual project is success. Lastly, I also would like to thank the person who is directly or indirectly involves in the preparation of this individual project. Thank you so much for the support. EXECUTIVE SUMMARY In this case study, discussion will be all about SIRIM Berhad which consists of product and services on certification, testing and inspection within the context of marketing. It involves the background of the company including company vision and mission, the marketing mix of the company and the marketing strategies concept. In other words, how the marketing mix roles design and implement the effective marketing strategies in SIRIM Berhad. The marketing tools that currently used by SIRIM Berhad also will be discussed. Finally, the recommendations and conclusions about whether the roles of marketing mix plays in designing and implementing effective marketing strategies...
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