Essays on Establish And Adjust The Marketing Mix Case Study

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The paper "Establish And Adjust The Marketing Mix " is a wonderful example of a Marketing Case Study. Apple Inc is one of the leading companies in the Personal computer and mobile gadgets industry. The company began in 1976 and was founded by Steve Jobs. Over the years, the company has had an exceptional reputation in the electronic sector and is constantly looking forward to enhancing its reputation through developing innovative products for all its customers across the globe. This paper aims at analyzing the company products and services through identifying key characteristics of the products and their significant to the market.

Additionally, the paper will review Apple Inc pricing policy analyzing their price variables. The paper wills analysis the company marketing mix and their relation to operational, strategic and marketing objectives. 2.0 Product Analysis For their different products and services, Apple believes that innovation largely begins with an epiphany which they considered to be a sudden vision for the company future. The company is renowned for its recent innovation of iPad. Apple in 2010 introduced their much expected media tablet.

The iPad offers various multi-touch interactions offering a competitive edge over its competitors (Blythe 2008). The iPad have a fast processes which guarantees effective business operations. It is quite evident that the company has been working effortlessly to ensure that it enhances its technologies so as to meet its client satisfaction. The new iPad launched in 2012 has a lot of features compared to the iPad introduced in 2010 showing how the company is committed to ensuring innovation in its products (Blythe 2008). 3.0 Pricing policy Apple Pricing policy is one that ensures that its brand is not diminished.

It is quite evident that Apple is quality brand of computer. Evidently, this company does not compete with other PCs company on price. They believe that throat-cutting pricing leads to diminished profits not forgetting losing shareholder value. For them creating pricing policy over their competitors diminishes the firm's hard-won reputation on their brand image (Chandy et al 2001). The company has had an experienced in the price elasticity of their products. Price elasticity is defined as the response of apple product demand as their prices decreases.

For example, if Apple were to drop the prices of the Mac mini, the demand would increase thus reducing Apple earning. Apple Inc is committed to ensure it provides its customers with the best price. There are various pricing variables that are known to affect the company demand and it is for this reason that the company is involved in understanding price elasticity. The prices variables define the intended demand as the relationship between price and quality (Chandy et al 2001). 4.0 Importance and impact of; 4.1 Promotional methods Promotional method entails having a well established promotional marketing.

Promotional marketing can be defined as a tool that is largely defined to pull customers to purchase products of Apple Inc. For Apple Inc, promotional methods are considered to be efficient and crucial marketing strategies (Churchill and Peter 1998). While Apple Inc considers that it spent a lot of money in advertising methods, it boasts that its desired promotional methods are less expensive and are significantly effective. The company has been involved in using promotional methods when launching iPad products so as to attract potential customers.

Their success in using promotional marketing is due to the fact that the company allocate budget to promotional methods whereby they set targets that give them increased returns (Churchill and Peter 1998).

References

Blythe, J. 2008. The Official CIM Coursebook: Marketing Essential. UK: Elsevier

Chandy, R., Tellis, G. J., MacInnis, D., & Thaivanich, P. 2001. What to say when: Advertising appeals in evolving markets. Journal of Marketing Research, 38, 399–414.

Churchill, G. A., and Peter, J. P. 1998. Marketing: Creating Value for Customers, 2d edition. Boston:Irwin/Mcgraw-Hill.

Fisher, A. 2008. America's Most Admired Companies. Fortune 157 (5): 65–67.

Jobber, D. (2001). Principles & Practice of Marketing, UK, MacGraw-Hill

Jobs, S. 2011. Apple’s Keynote, USA: San Francisco.

Kotler,P. Armstrong,G. Saunders,J. Wong,P. 1999. Principles of Marketing Second European Ed. New Jersey: Prentice Hall Inc.

Nakashima, R. (2010, June 2). Apple's jobs says ipad idea came before iphone. Retrieved from< http://www.abcnews.go.com>

Tellis, G. J. 2004. Effective advertising: How, when, and why advertising works. Thousand Oaks, CA: Sage.

Tellis, G. J., Chandy, R., & Thaivanich, P. 2000. Decomposing the effects of direct advertising: Which brand works, when, where, and how long? Journal of Marketing Research, 37, 32–46.

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