SWOT analysis of Apple – Apple SWOT analysis

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What is SWOT analysis? Strategic planners use a number of tools to audit their organisations.  SWOT analysis is one of the tools which many of them find extremely useful. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors (Needham et al, 1995). The use of SWOT analysis may play a very important role in the strategic planning of any organisations. SWOT analysis of Apple – Apple SWOT analysis We have carried out a concise SWOT analysis of Apple for […]

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Marketing mix- The additional elements

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Last updated: November 2016 Image: Pixabay A brief history of the marketing mix A number of writers have contributed to the development of the concept of marketing mix. The term marketing mix was first used by Neil Borden back in 1949. However, it is widely accepted that Edmund Jerome McCarthy, a marketing professor at the Michigan State University, is the architect of the first 4Ps of the marketing Mix. Booms and Binter have built on the work of McCarthy and suggested an extension of the mix in 1981 making it […]

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4Ps of marketing

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Last updated: October 2016 Image: Pixabay What is marketing mix? The marketing mix is one of the most famous and widely discussed marketing topics. A number of elements together constitute a marketing mix, however, Edmund McCarthy has identified the four key elements of the mix namely product, price, place and promotion. The marketing mix actually is the set of actions that companies develop and implement in order to promote their products and services to the target audience. A brief history of the marketing mix The term marketing mix was first […]

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Marketing key role

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Last updated: October 2016 Image: Pixabay Marketing Key Role: Marketing is a very important business function. It is extremely difficult (if not impossible) for a company to survive in today’s fiercely competitive business world without implementing appropriate and effective marketing strategies. In fact, no marketing equals to no business. What is marketing? The Chartered Institute of Marketing defines marketing as the management process responsible for identifying, anticipating and satisfying customer requirements profitably. The marketing key roles function Marketing plays a number of important roles in business. Market research, product development, […]

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What is Marketing?

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Last updated: October 2016 What is marketing? The Chartered Institute of Marketing defines the management process responsible for identifying, anticipating and satisfying customer requirements profitably. It has been defined by the American-Marketing-Association (2013) 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. The definition  given by the Chartered Institute of Marketing focuses on the aims of marketing, whereas the definition given by the American Marketing Association identifies the methods through which it can achieve […]

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SWOT analysis – how to use SWOT analysis

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What is SWOT analysis? SWOT analysis is a tool for auditing an organisation and its environment. It is the first stage of planning and helps marketers focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. While strengths and weaknesses are internal factors, opportunities and threats are external factors (Needham et al, 1995). How to use SWOT analysis? SWOT analysis is a brilliant business tool. Both organisations and people can apply it in a number of contexts. For example, one can carry out a personal audit by using […]

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Advantages and disadvantages of different advertising media

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Promotion is one the four major elements of marketing mix, and one of the major methods of promotion is advertising. Companies spend billions of dollars worldwide on advertising to promote their products and services. Advertising can be done by using a number of methods. However, in this article, we are not discussing advertising in general. Rather, we would like to focus on the advantages and disadvantages of different advertising media. Definition of advertising ‘Advertising is one of the most influential forms of communication within the promotional mix, and the one […]

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Segmentation – definition and importance

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Segmentation is a very important topic in marketing. Marketing is a process which usually consists of four  major elements namely situation analysis, marketing strategy, marketing mix decisions, and implementation & control. Segmentation is one of the elements in marketing strategy. Definition of segmentation According to Kotler (1994), segmentation refers to the subdividing of a market into distinct and increasingly homogeneous subgroups of customers, where any subgroup can conceivably be selected as a target market to be met with a distinct market. It is the process of defining and subdividing a […]

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Marketing orientation – characteristics of marketing orientation

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A brief insight into the history of marketing tells us that marketing has gone through three main phases i.e. product orientation, sales orientation, and marketing orientation. This article focuses on marketing orientation only. If you want to know more about marketing, you should find our articles What is marketing and 4Ps of marketing useful. Definition of marketing orientation ‘In a marketing oriented organisation, the whole firm appreciates the central importance of the customer, and realises that without satisfied customers, there will be no business’ (Lancaster & Reynolds, 2004, p.6). In marketing […]

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