StudentShare solutions
Triangle menu

Marketing Concepts - Essay Example

Nobody downloaded yet
In the UK, 28% of consumers own a smartphone and by 2015 iPhones will make up 11% of all total devices used in the UK.” (Mintel, 2010) The trend in sales has proved that customers are now looking at mobile phone as a device beyond a small instrument that helps to make phone calls. In fact, making calls have become just small of the many functions of mobile phones. Mobile phones are now a total communication and mobility solution. This trend in the industry was driven by the smart phone of iPhone, Nokia, Samsung, Blackberry and other players. This report will discuss the macro and micro environmental changes in the industry and its impacts on the marketing activities of smart phone companies. The report will be discussed with particular reference to Apple iPhone and RIM Blackberry. Mobile phone industry is one of the fastest growing and fastest changing industries in the world. The products become outdated very quickly than in any other domain. Innovation in products, services and marketing activities are most common in the industry. Smart phones are the power houses of mobile phone market. Globally, “Feature phones still represent the majority of mobile phone shipments, even though they are under increasing pressure from smartphones.” (Wauters, 2011) IPhone and Blackberry are among the leading smart phone makers of the world though Blackberry’s market share is slowly being taken over by Samsung. This report will deal primarily with the environmental factors affecting the smart phone industry. The report will also deal with the importance of market segmentation, targeting and positioning in the industry. The later part of the report will discuss the importance of adopting a right marketing mix for the smart phone industry. Environmental Factors and their Impact The major macro environmental factors that affect marketing in the mobile phone market are technology, economic factors, education and employment levels and social factors. (Zain Books, 2011) Technology is the primary factor that drives the handset industry. Recent developments in the market have shown that Apple has come up with the software called ‘siri’ which is expected to take the market by storm. Such developments will force Blackberry to introduce similar technology or any other differentiating factor on its further models and marketing. Economic condition is the next major factor that impacts the marketing. A slowing economy will usually dent the demand for handsets in the market. A slow economy is usually followed by low disposable income in the hands of the consumers. Therefore, the companies will mostly reduce their marketing spending in order to reduce cost and improve margin. Education and employment levels determine whether the consumers will have enough knowledge and disposable income to purchase mobile phones. Companies like Apple and Blackberry will have to decide on the pricing and product features based on the educational and employment level of the customers. The next macro environmental factor that has an impact on the marketing decisions of handset companies are social factors. The social set up and reference groups create a huge impact on the purchasing decisions of consumers. (Tutor2u, 2011) Therefore, the marketing activities of a company in one region are entirely different from that of the other region. For instance, the theme of iPhone advertisement in United States will be different from what it is in India. The main reason is the difference between social ...Show more
Cite this document
  • APA
  • MLA
(“Marketing Concepts Essay Example | Topics and Well Written Essays - 2000 words”, n.d.)
Retrieved from
(Marketing Concepts Essay Example | Topics and Well Written Essays - 2000 Words)
“Marketing Concepts Essay Example | Topics and Well Written Essays - 2000 Words”, n.d.
  • Cited: 0 times


Introduction Today is the era of smart phones. For the first time in the Western European market, smart phone sales exceeded the sales of simple feature phones. Smart phone sales accounted for 52% of the sales of the total mobile phone markets in the region…
Marketing Concepts
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Marketing Concepts"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

The core marketing concepts and various elements of marketing process adopted by Apple
Brassington and Pettitt (2006, 8) argue that a good marketing concept must take into consideration the needs and wants of customers targeted. In this regard, marketing concepts are usually created as creative strategies to the problems pertaining to how to get the goods needed and desired by a given segment of consumers and bought by the group.
10 pages (2500 words) Essay
A Discussion of the Marketing Concept and the Implementation of those Concepts
Marketing and the Macro-Environment: A Discussion of the Marketing Concept and the Implementation of those Concepts. Table of Contents 1. Introduction 3 2. Key Developments and Marketing Responses 4 2.1 Marketing 4 2.2 Key Concepts in Marketing 4 2.3 Key Developments 6 2.4 Social Marketing 7 3.
10 pages (2500 words) Essay
Marketing Concepts and Planning of Cathay pacific
It is an emblem low-loader of Hong Kong with its main base at Hong Kong global airfield. Cathay pacific airways have experienced various transformations and modifications for the past few years in order to strive with other (Carol 2009, p.90). The main aim of Cathay Pacific is to grow into the world`s most respected airline through its higher distribution of service and client standards.
14 pages (3500 words) Essay
The use of technology to apply marketing concepts
The digital revolution has placed a whole new set of capabilities in the hands of consumers and businesses. Consumers have increased buying power and only a click away from comparing competitors prices and product attributes, making purchases and even quoting prices for the products.
8 pages (2000 words) Assignment
Marketing concepts And Strategies
As an Account Marketing Executive I will make sure that my advertising firm and marketers would be able supply the right kind of needed awareness or publicity on the deodorant to attract consumers. It may be right to say that marketers and advertisers are in a position to meet the desires of consumers up to some level.
3 pages (750 words) Essay
Marketing Management Concepts
The bank currently offers a wide array of banking services like online banking, online trading, and trust online services. From opening and maintaining a savings and checking accounts, payments of bills, trading of stocks and other investment tools, People's bank offers online support and services to its customer (People's Bank 2005).
2 pages (500 words) Essay
Marketing Assignment - The purpose of this report is to apply your knowledge of marketing to Virgin. Your report should explain the concepts of marketing and illustrate segmentation, targeting and positioning using one of their products. Finally, you w
Process: Marketing as a process is a function of the whole management, it requires planning, coordinating and implementing of its own which can only be done with competent managers and staff. Beneficial relationship: The end result of marketing should be beneficial to both the
12 pages (3000 words) Essay
This week we explore and network design and marketing concepts as applied to supply chain management. In particular, think of modern distribution networks and how they have changed in the past twenty years. In the old days warehouse jobs were made up of
The focus of this paper is on the driving forces behind smart distribution and while considering port Everglades, evaluates the reasons behind the location of smart distribution centers new large
2 pages (500 words) Essay
5 marketing questions ( please use relatively marketing concepts)
This can come in the form of online discussion forums, blogs, online social networks, and review sites. Online communities enable consumers to get information about the goods or services that
8 pages (2000 words) Essay
Marketing Concepts & Strategies
Secondly, I will be progressing with my second degree and at the same time, I will have gained experience from the various programs I plan to undertake the internship program as well as the Management Trainee program immediately
2 pages (500 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic Marketing Concepts for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us