Research Paper Example on Marketing Orientation

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The concept of corporate objectives predominantly refers to those that typically relate to the company as a whole. The corporate objectives focus on the preferred results and performance of the business (Drucker, 2009). They are often set by the top management of the organizations, and they give attention to defining more comprehensive objectives for the key functional activities of the corporate (Keay, 2011). In the view of Drucker (2009), corporate objectives often cover a broad range of essential areas where the company requires attaining results instead of only concentrating on one objective. The company has objectives that have played a huge role in its success. The company objectives are, to enlarge products sales to whom they are not reached, to become the best firm in the mobile technology industry, and to grow the production rate as well as have huge demands for the products. All these objectives are essential to Apple Inc. The business objectives are vital to performance improving strategic planning.

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What Is Marketing Orientation?

The marketing orientation perception is probably the predominant orientation applied in contemporary marketing. Most companies tend to design new products grounded in either the products-oriented strategy or even a marketing-oriented strategy (Fricke, 2007). The marketing orientation approach refers to where the business responds to what the consumers need. The decisions are normally centered on the information regarding the consumer’s wants and needs, instead of what the company feels is right for the consumer (Lafferty, 2001).

Product Concept in Marketing

The marketing concept can be the first strategy to fulfill the requirements of the marketing approach: constructing profitable long-term relations by exploiting value for the consumer. This is essential since it helps the business to know the wants and needs of the target markets and deliver satisfaction better than what the competitors in the market do (Hoffman, 2016). Apple Inc. uses the marketing concept to deliver the right products to the customers as they need them. The company values the consumers by making user-friendly products as required by the consumers. Production concept simply refers to production and distribution. Similarly, the notion that customers shall favor products that are highly affordable and available. On the other hand, the selling concept is all about selling just as the name shows, and entails aggressive trading to any consumer. It is of inconsequential importance to who this consumer maybe, why he may require the item, which normally automatically results in a short-term consumer relationship (Drummond, 2006).

What Is Marketing Strategy?

A marketing strategy refers to the activities of choosing and describing one or, even more, target markets and incorporating and maintaining the marketing mix that shall generate mutually satiating exchanges with the target markets (Fifield, 2012). The core marketing strategy of Apple entails product, place, promotion, and pricing strategy. Products strategy encompasses that the company makes products that are more flexible, less time consuming, easy to carry, and well designed. Place strategy is that Apple retail stores must be located at ease and convenient locations where individuals can access quickly and purchase their wished products. The first promotion strategy used by the company is advertising. The adverts are on televisions, the internet, apps, and technology magazines. On the other hand, is the pricing strategy where the products are not that cheap but the survey shows that buying products with high price tags is worth of spending money as well as content people. The strengths of the marketing strategy are that it makes the company register massive financial performances, no debt, and a gross profit margin. On the other hand, the price marketing strategy may mean that product high prices may not be affordable to several people. Therefore, the marketing strategy employed by Apple Inc. makes it edge competitively other players in the market and make the company attain its aims and objectives.


Drucker, P. F. (2009). Concept of the Corporation. Piscataway: Transaction Publishers.

Drummond, E. (2006). Introduction to Marketing Concepts. Abingdon: Routledge.

Ferrell, M. H. (2013). Marketing Strategy, Text, and Cases. Boston: Cengage Learning.

Fifield, P. (2012). Marketing Strategy. Abingdon: Routledge.

Fricke, S. (2007). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Munchen: GRIN Verlag.

Hoffman, B. (2016). Services Marketing: Concepts, Strategies, & Cases. Boston: Cengage Learning.

Keay, A. R. (2011). The Corporate Objective. Cheltenham: Edward Elgar Publishing.

Lafferty, B. (2001). A synthesis of contemporary market orientation perspectives. European journal of marketing, 92-109.

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