Iphone 5: What Is The Role And Impact Of Marketing?

Improved Essays
Marketing plays such a crucial role in our lives, whether we realise it or not. It can be argued that it is one of the most important functions within a brand, and perhaps even the core of an organisation, as it has direct impact on sales and it is essential when introducing a new product, where initial buzz is important. In this essay the role and impact of marketing will be discussed, in particular during the launch of small electronic goods. The smartphone market, for instance, saw a global increase of 23.8% in 2014 (Business Wire), despite being a mature market. Constant innovation and clever marketing campaigns are the drive behind their success, above all, the buzz and success of the iPhone 6 proves this point - there is the buzz, the …show more content…
Perreault and McCarthy (1999) argue that putting together the 4P 's "will emphasise their relationships and their common focus on the customer" (p. 47). Product refers to a tangible or intangible product that may satisfy a need (Kotler and Armstrong, 2010), as well as intangible aspects such as packaging, branding, product name, design and features (Perreault and McCarthy, 1999). Each product is subject to a Product Life Cycle, which ranges from market introduction, growth, maturity and the decline stage (Kotler and Keller, 2012). Innovation is needed for the product to grow in terms of appeal and to differentiate from its competition, which is a vital factor in the tech industry. Perreault and McCarthy (1999) stress that it is important to keep in mind the product is there to satisfy the customers ' needs. A price is set after considering the market (e.g., competition) and on an assumption how willing the customer is to pay a particular amount for it. Place is concerned with providing the product in a particular distribution point that fits in line with the brand identity, and making it easy for the customer to purchase the product. The purpose of promotion is to reach your target audience, get them to understand your product and convey the right message. All 4P 's contribute and compliment one another; hence they are equal in importance. It is, however, vital to …show more content…
Brands are required to respond much quicker to demands and complaints with customers being tech savvy and not afraid to voice their indifference, making customer service a vital part in a marketing strategy. Edison Research (2012) discovered that "two-thirds of all those contacting a brand through social media for customer service, expect to receive a response the exact same day". When looking in the tech industry, Dell Inc. is a great case study of poor marketing and underestimating the power of the Internet. In 2005, Jeff Jarvis, a journalist voiced his dismay on his blog after having sent a product complaint and receiving shocking customer service. His blog post, 'Dell Sucks ', rapidly gained popularity, where many customers with a similar experience voiced their anger. Dell underestimated the voice of consumers and major news outlets got word of the issue and it became an international case, which resulted in major damage to Dell 's image. When the brand finally reached out to the customer (months later), it was already too late and the damage had been done, with Jarvis ' blog post resting among the top hits in search engines. [add

Related Documents

  • Improved Essays

    Through surveys, or FGD (Focus Group Discussion), there needs to be an identification of how important this selling proposition is to the target market/customer and whether they are intrigued by the offering. It needs to be clearly understood what the key features and benefits of the product are and whether they will help ensure sales. Next is understanding the Consumer. The product can be focused by identifying who will purchase it. All other elements of the marketing mix follow from this understanding.…

    • 1167 Words
    • 5 Pages
    Improved Essays
  • Great Essays

    Keeping up with this pace of the consumer’s habits and behaviour will make the marketers understand the kind of product they can launch that will satisfy the consumers. For an efficient segmentation and targeting strategy, the concept of consumer buying behaviour and understanding different types of it is vital for any organization. Types of buyer behaviour: There are four different types of buyer behaviour: 1. Complex buying behaviour…

    • 1380 Words
    • 6 Pages
    Great Essays
  • Great Essays

    Marketing Marketing is a management process through which the customers’ requirements are fulfilled by selecting and developing a product, supplying it through a distributional channel and involves development and implementation of promotional strategies and price determination. For example, Electronic giants such as Apple and Samsung develop new devices and applications at much quicker pace now and finds a way for it to reach in customers’ hands by promoting and advertising it through web, television and media. Marketing, thus is required in every business to succeed and getting this fulfilled by keeping in mind the customer’s need and satisfaction. Fig.1 Marketing, leads to sales and growth. Retrieved from http://www.experiamarketing.co.uk/…

    • 1478 Words
    • 6 Pages
    Great Essays
  • Improved Essays

    Whether they’re buying a product because of an influence, perceived need or emotion and rationality, it’s important for us as sellers to adapt to those motives, whether they are a consumer or business buyer so can suggest a product that will fit their behavior, and provide the most value possible. This will help us fully understand our customers’ buyer behavior and help us build relationships with them, which could cause them to have patronage buying motives, which is when customers buy products to help a particular…

    • 723 Words
    • 3 Pages
    Improved Essays
  • Superior Essays

    It also set of labels which the companies wants to be connected. The brand can show the primary characters about the product towards the customers. Benefits; The companies should be able to create the benefits of the brands. Customers always looks for the benefits towards the product while they are purchasing. It helps to improve the long term relationship with the customer if the brand able to benefit to customer.…

    • 1237 Words
    • 5 Pages
    Superior Essays
  • Improved Essays

    Whereas, Market Targeting is next step which involves evaluating and exploring each market segment’s attractiveness and suitability according to the company’s nature, then selecting one or more market segments as the target market of the company. Positioning process requires forming a product that will occupy an idiosyncratic and desirable place analogous to rival products in the minds and hearts of target customers. This gives the company and its product a competitive edge over rival companies and products. Differentiation is the beginning of effective positioning process. Its primary focus is on providing consumers with greater value by differentiating the company’s marketing schemes, offerings and…

    • 1012 Words
    • 5 Pages
    Improved Essays
  • Superior Essays

    Marketing Mix Essay

    • 1110 Words
    • 4 Pages

    The meaning of marketing is the process of creating, distributing, promoting, and pricing of goods, services, and ideas to create customer satisfaction in a dynamic environment. Marketing focuses on advertising, developing, managing, and selling a product. Advertisement is one of the most important factors of marketing because in order to sell a product companies need to advertise it. The concept of marketing is to satisfy the customer’s needs that allows an organization to achieve its goals. A marketing mix is a variable commonly referred to as the four P’s which are product, price, place, and promotion.…

    • 1110 Words
    • 4 Pages
    Superior Essays
  • Great Essays

    This is achieved if the consumer identifies with the brand. The reliance of the consumer is solely a psychological factor since this is a self-conscious feeling that the consumer has about a certain brand. • Quality of Service – The quality of service that a customer gets while purchasing the product, is one of the most crucial factors that can help us determine brand loyalty. The more satisfied a customer is with the quality of service that is given to them, the more will be the chances of the consumer to buy the product again. In order for a company to succeed in gaining brand loyal customers, they need to pay close attention to the quality of service they give to the customers.…

    • 1676 Words
    • 7 Pages
    Great Essays
  • Improved Essays

    Supply Value Chain Essay

    • 801 Words
    • 4 Pages

    Buyers will find the most cost-effective suppliers to offer customers the best value, they will search for innovate partners to give consumers the best products and services, and they will endeavor to create a supply chain that is resilient to disruption and is ethically sound to ensure service quality. The customer is a key figure in the supply chain and their needs, values and opinions will affect the supplier decisions buyers…

    • 801 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    You can use technology to increase organizational efficiency and provide higher service levels to more patrons. Successful loyalty building is an ongoing learning and revision process. Know Your Buyers According to the Marketing Donut, understanding your customers is the first step towards building brand loyalty. [1] It is important that you understand how and why consumers patronize your establishment as well as what goods or services…

    • 816 Words
    • 4 Pages
    Improved Essays

Related Topics