Marketing Techniques
Describe the marketing concepts used by Apple and Tesco.
Marketing definitions:
• Marketing is the social process by which individual’s and groups obtain what they need and want through creating and exchanging products and value with others (Kotler)

• Marketing is the management process that identifies, anticipates and satisfies customer requirements profitability ( The chartered institute of marketing )

• The right product, in the right place, at the right time, at the right price (Adcock et al).

Marketing Orientation:
Product concept- This is when a company or an organisation for e.g. Apple improve there product such as the iPhone by adding new features to it so it’s better than the last phone. This is because it maintains the interest of existing customers and also attracts new customers.
Selling concept- This is when a company or an organisation persuades customers into buying products through aggressive selling for e.g. putting on special offers.
Production concept- This is when a company or an organisation sell on selling the product as cheap as possible. This is because it attracts more customers and by selling the product cheap as possible they use cheap materials to increase profit margins.
Marketing concept- This is when a company or an organisation focuses on the customers where the business looks at all aspects of the business to insure that it has the customers at the heart of all its decisions making. For example, a range of products, a range of prices, facilities, affect customers services.
Tesco:
Tesco uses market orientation so they persuade people to buy there own branded products. This is a useful technique for Tesco because people who are living of benefits or don’t have enough money to spend they can buy Tesco’s own products than the high street brands because it is cheaper. Another