How Apple Delivers The Marketing Of Its Iphone Range Essay

Marketing is the total management procedure via which a product progresses from concept to consumer to satisfy and meet the needs and wants of customers. This involves addressing a number of key matters: what the company is going to produce, how much they are going to charge, how it is going to distribute its products or services to the customer, how it is going to tell its customers about its products and services, how the selling process actually happens, who comes in contact with customers and the layout of interface in which the company and customers interact. These are collectively known as the 7P’s or the marketing mix: product, price, place, promotion, process, people and physical environment.

In my opinion, the first P i.e. ‘Product’ is the most important component of the marketing mix. It is an instrument using which value is delivered to the customer. It is a ‘bundle of benefits’ that can be offered to and appreciated by a particular set of consumers. Products or services lie at the heart of a marketing strategy; they serve as means of differentiation for the company or a brand representative of a firm. If a customer purchases a product and it does not meet her expectations, then she

“Marketing Mix” is made up of 4P’s of marketing. This tool blends these variables together to produce the results it wants to achieve in its specific target market. “Brand Position” mentions to consumer’s reason to buy the products in preference to others.

The marketing mix is a desirable place to begin when you are thoroughly considering creating a new product or service, and it offers you some

As I reflect back over these last five weeks I now have a clearer view of marketing and how it affects not just the consumers of the world and the companies with their marketing managers, but how it affects me. Yes, I am a consumer who clips coupons, budgets my finances, and looks for sale items and this marketing class has taught me that marketing is more than selling or advertising. Marketing managers have a difficult job, as marketing involves identifying, meeting and satisfying the needs of customers or clients with goods and or services. Coming up with different strategies and marketing mixes is challenging because we live in a changing world with people who needs and financial situations are different. Yet still marketing engulfs every part of our daily lives. From what type of breakfast we eat, to where we shop, and even in our work environment. As I examine marketing, I will blend aspect to my career path as I make myself marketable for the future and aid my employer in the growth and survival in the economy.

The American Marketing Association defines marketing as “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” (https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx). The marketing mix consists of product, price, place, promotion, which means that a company needs to sell the right product at the right price and in the right place, using the best promotion. Because of

The secondary market targets high school, college, and graduate students. For this market, it seems that the once popular iPod is now being replaced with the iPhone (1). We will examine the marketing mix: product, price, promotion, and place, to see if Apple is delivering the intended value to target customers. When researching the company’s environment, we will study the economic, political, cultural, technological, and natural forces in the company’s microenvironment (71). By researching all these aspects, we will get a better idea of how Apple continues to grow and market itself into a prosperous technological company. Apple’s iPhone interests us because it seems to be the cell phone that has the latest technical advancements, and can do more than just the average cell phone. By studying this company’s market perspective, we can get a better understanding of how Apple can continue to have the highest sales in the cell phone market.

Marketing mix is a management function linking the organization to its external environment. The linking or transaction occurs not only between customers and the organization, but also amongst the organization 's task environment. Kotler & Andreasen (2002) contend that in contrast to those who conceive of marketing largely in terms of communications strategies designed to

Apple’s I-Phone is a creative product that has a constant product life cycle. Each new phone that Apple produces goes through the same process. The simple lifecycle of which I will discuss a small scope of within this essay relating to social factors is, introduction, growth and maturity and then decline. Social Factors that revolve around the life cycle of the I-Phone are those such as trends, social media, social reputation and the competition around you. As the I-Phone is a technological advancement in itself technology will be a main focus through the entire argument. The social factors that tie in to the lifecycle of the I-Phone relate or tie in to the technological advancements of the product. I will discuss how the product is received and mass-produced to the point where there is no longer a market and the lifecycle ends.

The target market for the iPhone 4S is broad-based, but typically consists of middle class or wealthier, educated adults, and the product is also skewed towards the urban and suburban audiences. The product has a premium position in the market, with sharper design, a higher price and high end features. The competitive advantages lie partly in the quality of the product itself, the number of apps available for the platform, and in the Apple brand name. Given these, the five different marketing options will be evaluated.

Companies face countless challenges to preserve market share and to differentiate themselves in a highly competitive market place. Consumers are demanding greater product variety and enhancement as their requirements and desires change. Therefore marketing is central to a company’s continuing achievement. By definition marketing is the “process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational goals” (Kotler et al, 2013). It important to introduce products or services to the market by building brands and trust, nurturing innovation, developing relationships, creating good customer service and communicating benefits, thus differentiating the company from its competitors (Gilligan & Wilson 2009, p 3).

This is an official video advertisement which was developed by Apple Inc. on the launch of its iPhone 4. The video is basically presents a product review by the key people from Apple Inc. who are the part of this Next Generation iPhone. They include Mr. Greg Joswiak (Vice President, iPhone Product Marketing), Mr. Scott Forstall (Senior Vice President iOS Software), Mr. Bob Mansfield (Senior Vice President, Hardware), and Mr. Jony Ive (Senior Vice President, Design). The advertisement covers all the essential elements which must be present in the marketing or promotional campaigns of cell phones. That is, a promising statement by the Organization, clear and detailed specifications of the phone, technology used, any innovative features added, review by the key people, and an animated representation of the cell phone with pictures and clips. How this marketing activity by Apple can affect the consumers' decision to buy its iPhone 4 instead of its competitor phones can be analyzed in the following ways:

Submitted By: Submitted To: M.Umair Sheikh Mam. Anushey Reg# NI-F7-BBA-212 3rd Semester Date: 21st October, 2008 Introduction: Marketing Mix is a major concept in modern marketing and involves practically everything that a marketing company can use to influence consumer perception favorably towards its product or services so that consumer and organizational objectives are attained, i.e. Marketing mix is a model of crafting and implementing marketing strategy. There are four P’s in marketing mix which are: 1. 2. 3. 4. Product Price Place (Distribution) Promotion. SONY Corporation Sony Corporation is a multinational conglomerate corporation headquartered in Tokyo, Japan, and one of the world 's largest media conglomerate with revenue of

The promotional efforts of the Apple iPhone will be principally through television and internet campaigns. These advertisements will focus on the cutting edge technology as it pertains to the Apple iPhone. Larger campaigns will be launched closer to the release of newer models to generate buzz and keep the public talking about the revolutionary iPhone. Promotional efforts will also be coordinated with AT&T, Verizon, and Sprint. Sales force will be trained to promote and sell the Apple iPhone and joint advertising campaigns will be launched to support both entities. Promotions will always be tasteful and will be focused both on the business segment and the consumer target market. Television and internet efforts will be focused to reach these audiences effectively. Promotions will be developed in-house and with the help of select advertising agencies.

Marketing mix is one of the basic and the very important part of marketing plan. It includes all the elements that are important for an organization from manufacturing to sale of the product. It can be considered as the set of marketing tools that blends together to generate a marketing response in the market. Every organization uses this tool to make its marketing plan. Primarily it consists of 4P’s, but now it is extended to 7P’s of marketing. (Jain, 2013)