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Leading the Way : Start with a Marketing Audit - Essay Example

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Leading the Way : Start with a Marketing Audit

"The Apple’s marketing audit will be utilized as a fundamental tool of the firm marketing planning process. Apple’s Marketing audit can not only be carried out at the initial stage of the firm audit process, but also at a sequence of points throughout the implementation of the plan. This audit will consider both external and internal influences on marketing planning, as well as reviewing of the plan itself” (Crompton & Lamb, 2011). Apple’s marketing audit plan will be utilized to make the sales 0bjectives outlined in the firm business plan a reality in the year 2013. The marketing audit has specific similarities to a financial audit in that it is a review the Apple's existing marketing activities. Carrying out the marketing audit offers the opportunity to review and appraise the firm's whole marketing activity, allowing the firm to evaluate present and the past performance as well as to offer the basis for assessing probable future course of action. Since Apple’s marketing environment is ever changing, the marketing audit needs to be utilized as a reference tool, with consistent updates corresponding to changes in the external environment and Apple own internal operational experiences (Crompton & Lamb, 2011). 1. The Internal Marketing Environment Marketing Mix The marketing mix is one of the main most famous internal marketing environment terms. Apple’s marketing mix is the operational and tactical part of the firm marketing plan. The marketing mix is also called the 7Ps. The Apple’s Ps is place, product, price, promotion, people, physical evidence and process (Webster, 1992). Product is defined as the combination of goods and services the firm offers to the target market. Apple products are simply the physical, tangible items that the firm offers in the market. A product can also be the product as intangible in terms of a service. Apple’s have a variety of well designed and quality products that have always given the firm a very high competitive advantage (Webster, 1992). According to Webster, (1992) Price is the amount the customers must exchange to receive the product or service. Apple’s goal in terms of price is actually to reduce costs through enhancing efficiency in manufacturing, and most significantly the marketer requirement to increase the perceived value of the benefits of its services and products to the customer. Place includes firm activities that make the product accessible to target consumers. Apple’s place is as well known as distribution channel, or intermediary. It is the machinery through which Apple’s goods and services are transferred from its manufacturing or service premises to the consumer (Kotler and Armstrong, 2010). According to Kotler and Armstrong, (2010).Promotion comprise of all of the activities marketers carry out to inform customers about their products and services to encourage customers to buy these products and services. Apple’s promotional review comprises of all the tools assessable to the marketer for marketing communication. There is no absolute agreement in the firm on the particular content of a marketing communications mix, for Apple there are several promotions components that are often comprised of aspects such as advertising, sales, sales ...Show more

Summary

Marketing Audit Institution: Name: Date: The Marketing Audit "A marketing audit is a systematic, comprehensive examination of a firm's marketing organization, strategies, objectives, tactics, and activities. Apple’s marketing audit allows top management to discover the Apple's strengths and weaknesses in relation to threats and opportunities it faces in the marketplace, and identify more effective uses for the accessible marketing resources" (Wilson, 2005)…
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Leading the Way : Start with a Marketing Audit essay example
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