...OMM615 Strategic Marketing, Advertising & Public Relations Ashford University Instructor: Debra McKoskey-Reisert 8 April 2014 to 19 May 2014 Week 2 Assignment: Integrated Marketing Communications Word Count: 1,296 20 April 2014 Assignment Brief (Due by 11:59pm MT, Day 7, Monday) IMC Tactics Select a Fortune 500 company and research their IMC. In a three- to four- page paper (not including the title and reference pages), analyze at least three- to- four IMC tactics (Chapter 3) and discuss whether or not the tactics are effective, and why. Your paper should be formatted according to APA style as outlined in the Ashford Writing Center, and it must include citations and references for the text and at least two scholarly sources from the Ashford University Library. Introduction Successful companies carefully plan their marketing communications. Apple is widely regarded as one of the most effective marketers. The company enjoys a positive corporate image and strong brand names (including its Mac, iPod, iPad, iPhone and iTunes). Apple devotes a lot of resources to develop this corporate and brand equity. It carefully considers each tactic within the marketing communications mix to assess the potential contribution each tactic can make towards achieving the marketing goals of the company. This paper analyzes the integrated marketing communications (IMC) tactics used most intensively by Apple and highlights why they have been so effective. ...
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...Sample on Apple Marketing Posted on May 28, 2014 by EssayShark “Evaluate The Role Of Social Media Marketing In Regards To Apple’s Products The story of social media marketing started a long time ago when the markets were conversations places for people. Almost everyone is aware of the importance of social media marketing, networking sites and blogs. Social media marketing techniques have been adopted by businesses and governments. All the major businesses and companies in the world use social media for marketing their products. Apple on the other hand has proved everyone wrong who thinks that success without social media marketing is not possible and is considered to be a type of company that does not directly play in the world of social media or market their products with the help of social media. Almost all the business leaders believe that companies need to be socially active in order to be successful in today’s world but Apple acts in a different way. Up till 2011, Apple remained absent from all social networking sites, but was still ranked as one of the most admired brands in the world. The company only maintained the twitter and the Facebook accounts for iTunes and App Store and these accounts were not used to engage customers (Mashable, 2012). This means that social media marketing directly did not play a great role in the success of Apple’s products but it is opposite. But this also does not mean that social media marketing is not helping Apple or Apple is not getting...
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...Week 2 Team Paper Sean Kane, Chris Benson, Douglas Cabral, Brittany Dings, and Chris Loeffler MKT/421 April 1, 2014 Mark Glasier Week 2 Team Paper The Apple, Inc. company is the one we choose to work with in providing a new product/service for the public. Within this paper we will give you an overview of the Apple Inc. company. Provide you with a new product/service that will significantly affect the everyday lives of Apple Inc. users. This paper will explain the importance of marketing to Apple Inc. continual success. We will go through a SWOTT analysis that will focus on strengths, weaknesses, opportunities, threats, and trends on the new product/service we provide. To close the paper will show the marketing research approach that will be used to develop the marketing strategy and tactics for the new product/service. Apple, Inc. is a company that focuses on exceling in the mobile communication, personal computers, and portable music industry. Apple also sells a series on software, digital applications, and networking solutions. As of May of 2013 the market cap for Apple was set at $416.62 billion. They also were voted #1 on the Forbes list of “World’s Most Valuable Brands” and in “Market Value.” Since 1976, when Apple was founded by the late Steve Jobs, Steve Wazniak, and Ronald Wayne, has come a long way and topped charts of how powerful and successful they had become. During the first five years of production and operations, Apple managed to double their revenues...
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...Apple was founded by Steven Jobs and Stephen Wozniak in 1976; Apple Computer Company revolutionized the personal computer industry and epitomized the rise of clean industry in the New West. Located in the Santa Clara Valley, in California, the company's first product was the Apple I, a single-board computer with on-board read-only memory (ROM), which sold for about $650 without a monitor or keyboard. Orders instantly soared, and Jobs and Wozniak quickly brought out the Apple II, which included a keyboard, color monitor, and expansions for peripheral devices (Birzer & Schweikart 2003). In 1984, Apple introduced the Macintosh, which was aimed at the business and education markets, by which time the company had already not only changed American industry but had reshaped entire areas of the West around silicon. In 1996, after a series of CEOs failed to keep Apple profitable, Steve Jobs returned under the rubric interim CEO and soon launched a new marketing and licensing relationship with Microsoft. In 2000 his direct sales concept, the Apple Store brought the company back to profitability (Birzer & Schweikart 2003). In 1994 Apple computers launched a new line of computers based on the PowerPC processor chip. The creation of the new chip was a joint venture between Apple Computers, IBM, and Motorola, and because the new chip was capable of being compatible with the market leading Intel chip, it was marketed as a major breakthrough in computer technology. If emulation software...
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...Marketing Mix Andrew Pittman University of Phoenix MKT 421 Marketing Mix In a successful marketing campaign the needs of the customers are successfully met. In meeting the customers needs it can be simplified by meeting the variables of marketing mix. The company Apple will be used as an example with their use of the marketing mix. This paper will be discussing product, place, promotion, and price as it concerns apple. Product The product area can be explained as, “The Product area is concerned with developing the right “product” for the target market” (Perreault, Cannon, & McCarthy, 2011, p. 36). The product can be either a physical good or a service a company provides. A products has several elements that combine to create what the company is providing to the consumer. Product variety refers to when a company creates more than one standard product. These products can vary in features, styles, color, and design. A products quality is the characteristics of a product that makes it desirable to consumers. Companies usually have quality assurance steps to ensure each product meets these standards. A products design is a feature that differentiates itself from other products on the market. A products features are is capabilities the product offers. The features aid in the benefit o the product and its marketability. A products brand name gives recognition to the product and its marketability. Its brand can also create trust in consumers. ...
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...The role that marketing playing in big company.(Apple) 2.Statement of purpose In this project, I want to probe into the relation ships between an enterprise and marketing. And how marketing guide the company to make the right business strategies. In the research paper, I’m going to analysis the processes of Apple develops and releases the first Generation of iPod and iPhone. Moreover, I’m going to discuss why the business strategies that apple were using were right, by analyzing them with marketing knowledge(to be more specific, the four marketing mixes). I’ll try to guide the topic to prove the importances of marketing, as well as how it lead an enterprise to compete with it’s competitor. 3.Background In modern society, there are so many company trying to compete with each other by being more creative. Such as the “battle” between Apple and Samsung, and many other tech companies. Apple did really well in its market and I’m happened to be a huge Apple fan. Also, after Apple eroded a large number of the market share of Microsoft, the Surface Tablet still accomplished the great achievements. They were adept in using the marketing mix, which is consist of product, price, place and promotion. It’s interested to discuss and I can even predict the future marketing tendency a little bit. 4.Significance Firstly, I’m extremely interested in marketing and that was the reason I chose it to be my major. Secondly, I’m hoping to participant a job which is related to marketing when I’m graduated...
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...The role that marketing playing in big company.(Apple) 2.Statement of purpose In this project, I want to probe into the relation ships between an enterprise and marketing. And how marketing guide the company to make the right business strategies. In the research paper, I’m going to analysis the processes of Apple develops and releases the first Generation of iPod and iPhone. Moreover, I’m going to discuss why the business strategies that apple were using were right, by analyzing them with marketing knowledge(to be more specific, the four marketing mixes). I’ll try to guide the topic to prove the importances of marketing, as well as how it lead an enterprise to compete with it’s competitor. 3.Background In modern society, there are so many company trying to compete with each other by being more creative. Such as the “battle” between Apple and Samsung, and many other tech companies. Apple did really well in its market and I’m happened to be a huge Apple fan. Also, after Apple eroded a large number of the market share of Microsoft, the Surface Tablet still accomplished the great achievements. They were adept in using the marketing mix, which is consist of product, price, place and promotion. It’s interested to discuss and I can even predict the future marketing tendency a little bit. 4.Significance Firstly, I’m extremely interested in marketing and that was the reason I chose it to be my major. Secondly, I’m hoping to participant a job which is related to marketing when I’m graduated...
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...Thompson MKT 421/BSAW13JXW8 July 9th, 2012 Instructor: Anissa Upshaw Utilizing Online Social Networking Sites Paper The subjects in this paper will revolve around Apple Inc the corporation. Apple Inc has been in business for several years, and has expanded their business from domestic to global in just a few months. The company sells to countries all around the world and their products are well known in many countries. The first subject will cover information on environmental factors that affect global and domestic marketing decisions. The second subject will analyze the influence of global economic interdependence also the effect of trade practices and agreements. The third subject will cover the importance of demographics and physical infrastructure; also this section will analyze the influence of cultural differences. The fourth subject will cover the importance of social responsibility and ethics versus legal obligations. The fifth subject will analyze the effect of political systems and the influence of international relations; also the Foreign Corrupt Practices Act of 1977 will be analyzed, also the influence of local, national, and international legislation will be analyzed. The final subject will cover the effect of technology. Environmental Factors Every company has environmental factors that affect their global and domestic decision making. The Apple store has three environmental factors that affect their global and domestic decision making. The first environmental...
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...Defining Marketing Paper Student Mkt/421 January 16, 2011 Defining Marketing Paper Marketing is a vital part of product sales and consumer shopping. Often marketing groups place consumers into target groups, without their knowledge, to develop the best strategy for the sale of products. Many people believe that Marketing is just advertising and placing ads in newspapers, on television, the radio, and billboards. Although advertising is an important part of marketing, it is not all there is to it. Marketing starts at a products development and continues to the consumer’s purchase. Within this paper marketing will be defined and its importance explained. Marketing Definitions Until this course I thought of marketing as the advertising and sales of products or services. I thought that marketing was putting ads and campaigns together for the purpose of attracting people to a product or service. After beginning this course I have learned that marketing is much more than advertising, it also plays a role in production and the product flow from provider to consumer. Marketing is valuable to sales because it tells the customer that the product is available, where it can be found, how much it cost, and where the advertisement and placement of the product should be. The "American Marketing Association" (2007), definition is "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have...
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...TUI University Paul A. Krasulski Module 1 SLP: Segmentation, Targeting and Positioning SLP Branded Product: Apple iPhone 4S MKT 501: Strategic Marketing Dr. Francisca Nkadi July 23, 2012 Abstract Purpose: the purpose of this paper is to identify a branded product or service to be examined through the session; examining elements of consumer behavior as they relate to market segmentation, targeting, and positioning for it. This paper, and subsequent papers, will lead to a SWOT marketing analysis of the chosen branded product. Methodology/approach: the branded product for this paper will be Apple’s iPhone4S. Data to be covered in this first paper will include the following: Product/Brand Analyzed Corporate Background Market/Industry Analysis and Competition Market Segmentation and Target Marketing Relevant External Factors Module 1 SWOT Analysis Findings: Apple is a leader in sales and production in US Markets; with products that appeal across target markets. iPhone 4S sales have eclipsed internal Apple brands, as well as other smartphone companies in the U.S. market. Recent sales dominance, however, has not established an industry lead. Samsung, in partnership with Google’s Android Operating system, owns the global marketplace with something like 21% of total market share. Apple faces both technological and political challenges in the largest smartphone market, China, as it is unable to establish a partnership with the largest carriers there...
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...CLA-1 Marketing Management BUS 510 Professor: University Abstract This paper describes the elements of the Marketing Mix of Apple computers. This paper provide details found during research of these elements including Product, Price, Place and Promotion as they relate to manufacturing, marketing, sales and distribution of the products available at company. MACINTOSH (Apple Computer) Marketing Mix Analysis: Macintosh (Apple computers) This paper will introduce the Marketing Mix for Apple Computers. We have researched the this company and will describe the way they approach the marketing of their product. Apple is more attractive to the world of graphic design. There is some overlap due to the fact that Apple is found in educational environments covering classroom activities . Apple, Inc originated from the friendship and mutual interests of Steve Wozniak and Steve Jobs. The Two collaborated in the development of the “Apple I in the early 1970s. The Apple I was a step ahead of most computers of the time featuring a use of aTV as a display system and a cassette interface for recording programs. After obtaining financing for the development of Apple II, the Apple Computer Company was formed in 1970.As the growth of home computer use grew, Apple grew with it. In 1980 the company issued its initial public offering of investment stock. Target Market Target markets for Apple include environments where graphic design, video and audio editing are in demand. The price...
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...Defining Marketing Shebrenna Tangarife University of Phoenix Marketing MKT/421 Stuart Ringer July 02, 2012 Defining Marketing Society would be a boring place to live in if individuals had only one choice when one purchased products. Marketing has made it possible for organizations to compete in a free marketplace. This paper will offer definitions of marketing, offer examples of organizations that use marketing, and establish the importance of marketing for these organizations. Defining marketing. To begin looking into organization success in marketing, one must pull from some definitions of marketing. According to this myself, marketing is the effect of the consumers’ choice of a product by offering a variety to select from before purchasing. To purchase an item several deterring factor are put into account such as price, brand, or quality. The AMA (American Marketing Association) defines marketing as “The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (American Marketing Association, 2012, para. 2). Merriam Webster dictionary defines marketing as the act or process of selling or purchasing in a market; the process or technique of promoting, selling, and...
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...Favorite Brand Paper M. Colton Claycomb MKT/421 November 23, 2015 Creig Foster Favorite Brand Paper I choose Apple as my favorite brand; it is one of the largest and well-known companies throughout the world, and they specialize in any electronics such as computers and iPads, cell phones, in previous years many of the items was aware as well as created by Apple industries. The product is well known by its design, sleekness, and easy to use products, which made these items high in demand. Apple became a household name that brought consumers of many ages to the desire of owning one of their products, with this came to their retail stores as well as the use of technical support with telephone or e-mail, which brought loyal customers along with loyal business ethics. With this Apple, though it was for many years a runner-up to Microsoft in such areas as sales or even the use of operating systems. However, over the past couple of years or so, many changes have taken place such as large-upscale advertisement campaigns that have given the company a brand new look on their brands to consumers. Also, they have made their selves known to be more environmentally responsible as well as selling more efficient user-friendly devices along in along with many new learning tools that are in comparison of Microsoft’s ability of no style and hard to use devices. There are many reasons that I prefer Apple to other brands, one of the biggest is the fact I like the quality of the items...
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...Defining Marketing Paper MKT/421 Abstract Marketing is defined as performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client. We determine why marketing is so important to the success of an organization because it brings to light key factors organizations should be aware of such as target audience, when to sell and produce goods, and how to. Wal-Mart, Apple, and Disney are some of the many companies who use marketing and have become successful business entities. Defining Marketing Paper Marketing is often thought of simply as the promoting of a product or service but marketing goes deeper and involves much more facets then what the average person knows about it. When people think of marketing, they usually just think about the promoting of a product that involves advertising which only a few people that are in a marketing group at a corporation. But as we are going to find out marketing is so much more with different layers and involves more than a small group of people. Defining Marketing “Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client.” (Perreault, Ph.D, Cannon, Ph.D., & McCarthy, Ph.D., 2011, p.). Another definition...
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...Assignment 1: Corporate Responsibility and Marketing Strategies BUS 508 Kiva Thompkins January 25, 2015 Professor Jean Fonkoua Assignment 1: Corporate Responsibility and Marketing Strategies Social responsibility is defined as “business’s consideration of society’s well-being and consumer satisfaction, in addition to profits” (Boone & Kurtz, 2013). It is not just important that a organization makes record profits, but that they are social responsible to their consumers. How a organization operates can help determine the way the public responds to their goods and services. Apple ®, a global manufacturer and provider of mobile connectivity devices, has made an impact to the technology industry through their products. The following case study will analyze Apple’s response to ethical and social responsibility, how these responsibilities have impacted their reputation, and marketing strategies. Examine Apple’s Current Position on the Company’s Ethical and Social Responsibilities, and Determine Whether or Not the Company Has Met These Responsibilities. Provide Two (2) Examples That Support Your Position Social responsibility can generally be broken down into key areas: public-health issues, environmental issues, quality of the workforce, and corporate philanthropy. Apple discloses its Supplier Responsibility Report and Environmental Responsibility Reports that outline its dedication to “ensuring these workers are treated with respect and dignity” and “reduce [their] impact...
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