Apple Marketing Essay

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The Importance of Marketing to Organisations in the 21st Century – Apple Introduction:
Apple Inc., formerly named Apple Computer, Inc., is an American multinational corporation which is based on designing and manufacturing consumer electronics and related software products. It was established in Cupertino, California on April 1, 1976 and its primary business is to develop, sell and support a range of personal computers, computer software and hardware, portable media players like the “iPod” and more recently mobile phones known as the “iPhone”. Since its birth, Apple has operated in approximately 200 stores in 5 countries and an online store where hardware and software products are sold. The iTunes Store provides music, music videos, television programs, movies, podcasts, iPod games, and audiobooks, which can be downloaded using iTunes on Mac or Windows, and also on the iPod touch and the iPhone. The fundamental reason why Apple Inc dropped “Comupter” from its corporate name was so that it could expand into the other aspects of the consumer electronics market without restricting itself to its initial focus on personal computers. This report will use Apple Inc as a case study to underline the importance of Marketing to Organisations in the 21st Century. What is Marketing? The modern definition and history of Marketing: In an electronic journal called “Broadening the Concept of Marketing”, marketing was defined as involving “product development, pricing, distribution and communication; and in the more progressive firms, continuous attention to the changing needs of customers and the development of new products, with product modifications and services to meet these needs”. Such a definition describes the essence of modern marketing very well as it hints how modern successful (“progressive”) organisations should seek to meet the desires of their consumers. A great misconception of marketing is that it is just regarding selling and advertising but what must be understood is that selling and advertising are only certain aspects of the Marketing Process, and more accurate definitions of marketing would dictate that in reality, marketing is a whole lot more. Theodore Levitt suggested in the Harvard Business Journal 1960 that products were just problem solvers that satisfied the needs and wants of individual consumers.

Marketing is essentially a managerial process involving analysis, planning and control where carefully formulate programs are carried out. It can be seen as a voluntary exchange of values where there is no use of force or coercion and where benefits to the consumer are offered. A fundamental point to remember is the fact that marketing involves a selection of target markets rather than a quixotic attempt to win every market and be all things to all consumers. The most essential purpose of marketing is to achieve organisational objectives where in the commercial sector, this is profit. Indeed in the non-commercial sector this would be very different. In the heart of modern marketing, the concept of marketing relies on the organisation’s offerings based on the target market’s needs and desires where products are highly user orientated. In such a process, a set of tools known as the marketing mix are utilised to meet these needs of customers. Marketing has become very important in recent years due to an increase in competition and it can certainly been see to give a company both competitive and strategic advantages over their rival companies. Before the 1950s, organisations used to identify strategies and techniques for simply selling products and services to customers without any regards to what their customers really wanted. However, during the twentieth century due to an increase in competition in industries, organisations that have been highly responsive to the competitive nature have done so by investing greatly in their marketing. Such organisations show a keen interest in learning about the needs, perceptions,...
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