Marketing of Apple Company as a Management Process - Essay Example

In carrying out its mandate, the marketing department develops its operations depending on the nature of the target market for every product or service in the industry. Additionally, the department counsels the production department thereby ensuring that the company produces appropriate goods and services that meet the market demand.

Apple manufactures handheld telecommunication devices such as tablets, computers, and laptops. However, the company’s products and services access the international market owing to the fact that some of the phones and products it manufactures are marketed globally. This implies that the company has a big market and therefore several competitors all that it must compete effectively to maintain its operations. With this understanding, Apple has a dedicated marketing department, which has steered the organization through success within the years of its operations. The company employs a number of effective marketing techniques, which inform the production department adequately thereby resulting in the continued production of desirable products.

The marketing process increases public awareness of a product. In this context, the public constitutes the market that the product targets. Additionally, the market in this context does not imply the physical location in which buying and selling take place but the demand for the company’s product that the firm must strive to meet. After determining this availability of demand, the organization determines the most effective means of making the market aware of the existence of the product. In doing this, the organization carries out extensive advertising a point in which they seek the services of the media. Different media have different audiences and relative strengths and weaknesses. Apple Incorporation carries out extensive media advertising in its primary market among other potential markets all over the world. In developing their adverts, the company identifies the desired specifications of their products most of which meet the specific desires of the market. By making such conspicuous, the company ears the attention of the market thereby drawing the potential market to the product a process that increases the profitability.

Additionally, the invention of the internet increased the efficiency of advertisements, by manipulating the possibilities of the new media, the company increases the awareness of its products thereby increasing its reach on the market. The subsequent development of the social networking sites such as Facebook and Twitter further increased the use of the internet among different populations (Kotler and Kevin 23). Besides the ever-active websites that the company manages, Apple Inc. has a number of official fan pages on the most popular social networking sites through which they interact with their potential market. The greatest benefit of the use of the internet and social networking sites in marketing is that it gives marketers unparalleled opportunity to carry out extensive market research at minimum costs. Through such platforms, the company obtains the views of the market thereby developing timely products, which address the customers’ concerns.

Additionally, Apple invests extensively in social corporate investing which does not only increase the awareness of their products but also increases the reputation of the company in the market. Social corporate investing is a special public relations practice through which the organization engages society in constructive activities. In the process, the company gives back the society making their target market feel appreciated. In lieu of this, Apple incorporation runs a number of scholarship programs through which they identify special talents in students in the society and foster their education through the different institutions of learning. The process makes the company identify some of the best brains, which it later employs thus, increasing the innovation level in the organization.

The most essential form of marketing that the company employs extensively is diversity. With respect to the diversity of the market, this feature compels the company to produce different products. Most of their products do not only differ in their prices, which is a major marketing tool, but also in type. The company produces smartphones, desktop computers, laptops, and tablets among other essential electronics. Each of these products has a specific market, which the company strives to access. Additionally, by diversifying its products the company benefits from the positive reputation they obtain for customers of other earlier products. Pricing is a major pricing tool since different people in society have different financial abilities. By having a diverse pricing strategy by manipulating the different specifications of the products, the company obtains a wider market base.