Marketing Mix and iPhone

Paper Summary:

This paper discusses the marketing mix concept, one of the fundamental marketing concepts that is applied whenever a firm first plans to market a product or service. The paper points out that the marketing mix - involving product, price, place, and promotion - seeks to control and influence demand for the product or service provided. The paper maintains that a firm's ability to incorporate the marketing mix into its strategic plan plays a key factor in the success or failure of a product or service. To illustrate this, the paper takes a look at the specific example of Apple Computers, whose recently-released iPhone hit the streets with considerable success. Although, much of this success is doubtless due to the innovative nature of the phone itself, the paper concludes that, without a carefully crafted marketing plan and the loyalty of numerous Apple fans, it would be safe to assume the iPhone would not have achieved the level of success that it has.

Outline:
Description
Apple Computer, Inc.
Product
Price
Place
Promotion
Conclusion

From the Paper:

"Promotion is the Marketing Mix component most commonly attributed to the job of marketers, though the other components are also vitally important. In this arena, Apple appears to have excelled. Apple has always remained notoriously tight-lipped about future products developments. The January 2007 announcement that Apple would enter the Smartphone arena was somewhat shocking to many. Just as shocking was the company's ability to move from announcement, to design, to full-fledged production and release within approximately six months."

Sample of Sources Used:

• Armstrong, G. & Kotler, P. (2005). Marketing: An Introduction (7th ed.). New Jersey: Prentice-Hall.
• Fisher, K. (2007). iPhones iPlenty: The sell-out that wasn't. Ars Technica Publishing. June 30, 2007.
• Perreault, Jr., W.D., & McCarthy, E. J. (2005). Basic Marketing: A Global-Managerial Approach (15th ed.). New York: McGraw-Hill/Irwin.
• Satariano, A. & Guglielmo, C. (2007). Apple to Sell iPhone June 29, According to New Ads. Bloomberg News. New York: June 4, 2007.

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