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Marketing - Essay Example

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Marketing Part 1. Marketing Environment of Apple Incorporated Introduction Apple Incorporated is widely known for its cutting-edge technology and especially on its domination in the market when it comes to providing highly competitive and quality products…
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Download file to see previous pages However, this is not the only concern that will eventually give out the whole picture of Apple’s marketing environment. There is a substantial need to actually look in detail the two major components of marketing environment. The first component is the microenvironment which substantially deals with concerns regarding the company, suppliers, marketing intermediaries, customers and publics (Kotler et al., 1999). The second component on the other hand is the macroenvironment which consists of influential forces such as demographic, economic, natural, tefchnological, political and cultural (Kotler et al., 1999; Boone and Kurtz, 2006). The Microenvironment and Macroenvironment Since its manufacturing and logistics are relied on the third parties, Apple Incorporated tries to give significant emphasis on the level of impact of this relationship on its actual marketing operation (Apple Incorporated, 2011). This gives Apple a more meaningful approach in order to come up with effective service that could sustain the current needs and trends in the market. Apple does not need to keep too much focus on its suppliers since as mentioned earlier; it relies on its manufacturing activity on the third parties. Apple does not need to give time on where to find the needed resources in order to address effective customer value delivery system for product manufacturing. As Kotler et al. (1999) emphasised, the effective customer value system is the basic impact of suppliers in the marketing environment. It seems this is true in other organisations which have integrated manufacturing activity in their operation. However, it is definitely different from Apple. Such of this difference from other ongoing activities in other organisations of the same industry gives Apple considerable time to monitor effectively its products’ quality, innovation and substantive differentiation. This offers a competitive advantage for Apple to give more priority for its total quality management system. In fact, this can be elaborately pointed out as one of the reasons why Apple was able to reach for its competitive advantage. The good thing about this full reliance of Apple of its manufacturing activities on the third parties is a close monitoring of other related marketing intermediaries such as promotion and other marketing related activities. With this, Apple has remarkably created control over its entire marketing operation from the manufacturing point of view. Since Apple is one of the leading organisations in its industry, it can substantially demand higher quality for its line of products. It can demand the most innovative design that would greatly enhance its marketing performance. Marketing intermediaries are able to help Apple to promote and distribute its line of products to prospective customers. After all, marketing intermediaries are an organisation’s alliances prior to creating services and offerings that will substantially address the needs of customers (Kotler et al., 1999). Marketing is also about the study of customer market in the first place which substantially involved customer, business, reseller, institutional, government and international markets (Kotler et al. 1999). All of these are actually considered by Apple prior to creating on-time and quality service for its customers (Apple Incorporated, 2011). It gives too much emphasis on its relationship with resellers for there is substantive control of its marketing system in here. Apple Incorporated (2011) emphasises that its performance particularly in ...Download file to see next pagesRead More
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