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Marketing and Engineering in Apple Inc - Research Paper Example

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The current research paper "Marketing and Engineering in Apple Inc" focuses on the importance of marketing and engineering in an organization. Apple Inc. is taken as an example in this regard as it has a creative team of engineers that invent products and work in collaboration…
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Marketing and Engineering in Apple Inc
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Download file to see previous pages Marketing is an important tool since it contributes immensely to the success of the business and its products. Productivity and sales are largely dependent on companies’ marketing strategies. On the other hand, engineering is also an important aspect as it brings innovation in an organization. Often innovation is conducted as a private activity within an organization via some carefully managed steps.
Keeping in mind the importance of marketing and innovation, companies must understand their product to be able to market them. According to Bill Campbell in an interview, only engineers know the information that they should get and deliver about the product they have produced. It is only through effective communication of information would the customer's yield desired results. Now, this effective communication is done by the super-creative marketers. Therefore, it is important that marketers and engineers work hand in hand to effectively deliver what customers want.
Marketers know their customers and their goal is to create customer value whereas engineers know their product and their goal is to create producer value. Therefore, when marketers and engineers work together, they yield innovative products that are customer-oriented. In an investigation, it was found that only those firms are successful at innovative product development where there is greater communication among marketing, engineering, and manufacturing.
Recently, a product-development process called Quality Function Deployment (QFD) was adopted by U.S. and Japanese firms. It promotes communication within the core team (marketing, engineering, and manufacturing) and changes communication patterns from “top-to-bottom” management to focus more on horizontal routes where core team members communicate directly with each other and come up with better results. ...Download file to see next pagesRead More
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