Question

!. Marketing has been criticized because it “makes people buy
things they don’t really need.”

2. Discuss the two important questions a marketing manager
must answer when designing a winning marketing strategy.
How should a manager approach finding answers to these
questions?

3. 4. What are the five different marketing management
orientations? Which orientation do you believe Apple follows
when marketing products such as the iPhone and iPad?

Answer 1

Answer 1 - Marketing is the process of communicating the value of goods and services to customers. Therefore marketing should not be criticized on a basis as mentionedin the question, firstly marketers caters to customers wants and needs, for eg.household items, food and clothing etc. All these items are vital to humans hencemarketing should not be criticized in such a manner, because marketing not only seeks to throw products on customers but rather take into consideration"customers best interest at heart ensuring that they are satisfied and the product isbeneficial and long lasting". We all have wants and needs and marketing is here tosatisfy these wants and needs. Marketing is at no fault for customers buying wha tthey dont really need. "CUSTOMERS CHOOSE WHAT TO BUY AND WHAT NOT TO BUY"

Answer 2 -The ultimate goal of any marketing strategy is to help you grow your business and increase your brand awareness; creating trust with current clients is a nice by-product as well. How does it work? Developing awareness of your brand- who you are, what you do and why you are uniquely qualified - should in turn help you

To design a customer-driven marketing strategy, the marketing manager must answer two important questions: 1.What customers will we serve (what’s our target market)?

2.How can we serve these customers best  (what’s our value proposition) ?

The company must first decide who it will serve—that is, the target market. It can be done by dividing the market into segments of customers (market segmentation) Then,

selecting which segments it will go after (target marketing). Some people think of marketing management as finding as many customers as possible and increasing demand. But marketing managers know that they cannot serve all customers in every way. By trying to serve all customers, they may not serve any customers well. Instead, the company wants to select only customers that it can serve well and profitably.

Ultimately, marketing managers must decide which customers they want to target and on the level, timing, and nature of their demand. Simply put, marketing management is customer management and demand management. The company must also decide how it will serve targeted customers—how it will differentiate and position itself in the marketplace. A company’s value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs.

Answer 3.The five alternative concepts under which organizations design and carry out their marketing strategies are:

1.Production

2.Product

3.Selling

4.Marketing

5.Societal marketing concepts.

1) The production concept holds that consumers will favor products that are available and highly affordable. Therefore, management should focus on improving production and distribution efficiency.

2) The product concept holds that consumers will favor products that offer the most in quality, performance, and innovative features. Under this concept, marketing strategy focuses on making continuous product improvements.

3) The selling concept holds that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort.

4) The marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. Under the marketing concept, customer focus and value are the paths to sales and profits. Instead of a product-centered “make and sell” philosophy, the marketing concept is a customer-centered “sense and respond” philosophy.

5) The societal marketing concept questions whether the pure marketing concept overlooks possible conflicts between consumer short run wants and consumer longrun welfare. The societal marketing concept holds that marketing strategy should deliver value to customers in a way that maintains or improves both the consumer’s and the society’s wellbeing.

I think that Apple orientation was: Product orientation: because this orientation tends to lead to make the high quality and more features of the product this all increase the price of product and increase the quality.

generate leads which, through education and dripping on prospects, will lead tomore clients.

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