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Marketing Fundamentals

Marketing Research

Chen, (2018) indicated in the study that the needs and demands of customers are an influence of marketing variables or elements linked with the products and services supposed to be consumed. The fulfillment of these demands for the sake of customer satisfaction along with business profitability and productivity, Yoo et al., (2000), as cited in Arab, (2018), argued that the creation of brand equity is accelerated by the adoption of marketing mix viz. product, place, price, and promotion strategies. 

The customer audit has been programmed for Apple Inc, specifically, Apple iPhone 11 Pro, the 4Ps of marketing mix have been audited into and discussed, to clear out the overall marketing tactics and seek out new market developments.

Ps of Marketing

Customer Audit Description


Apple iPhone 11 Pro has incorporated a few unique product specifications like:

· Introduction of triple cameras in the mobile industry.

· Increased battery life and performance by 5 times higher than others (Pratap, 2019).

· Ultrawide and ultra HD displays. With haptic touch.

· Smart features like face ID, speech recognition, etc. have attracted the customers toward the purchase of the product.


Headquartered at California, US, the company has been identified in marketing its product based on place strategy by:

· Making a global presence through local production facilities.

· The global spread of the supply chain.

· It has decided to move some of the manufacturing units in countries like China, India, etc. where consumption of Apple products is high (Pratap, 2019).

· Use of eCommerce platforms for the availability of the product.


Apple seems to be a price leader in the market, which comes with certain strategies as:

· High pricing of iPhone 11 Pro with the provision of premium features.

· High pricing strategy is adopted because of the unique propensities and features that the products serve.


Promotional activities for Apple iPhone 11 Pro involve:

· Adoption of eCommerce platforms for easy availability of the product.

· Providing offers like free access to Apple TV+ to new customers on purchase (Pratap, 2019).

· Television advertising in Asian markets to reach substantial no. of audience.

· Providing efficient after-sales services.

· Country-wise promotional strategies. For example, the use of Make in India platform to promote the inside sales of iPhone 11 Pro in the Indian market.

Advertising Sales/ Promotion

Advertisement activities are the vital source of promotion of products of a firm and also aids in communicating the unique facets available in it (Ramalingam et al., 2006).

Apple Inc has used, for the promotional activities of the iPhone 11 Pro, various platforms such as Social media platforms, Television advertisement, Video Advertising and marketing, eCommerce platforms, and many more.

Initially, a customer or viewer might watch the video for his or her entertainment purpose or to satisfy the wait or elapsed time for the continuation of activities on-site, for example, watching an advertisement on Youtube while streaming. This raises the chance for the company's sales to drive to leverage by posing an image in the customer's view.

The uniqueness of the recent product iPhone 11 Pro has remarkably created advertisement scope. The figure illustrated below represents the advertising tactics that reflect the amazing attributes and features of the product with a punchline “Its tough out there”, assisting the advertising and promotional actions of the product by creating a sense of durability, toughness, and unique features in the mind of customers.

Figure 2 illustrates the uniqueness in the camera specifications od the iPhone 11 Pro. The product's triple-camera system creates an appealing image among the prospects using promotional and advertisement platforms like television, Youtube, etc.

In conclusion to this, it has been outlined that Apple Inc uses highly innovative technology and idiosyncratic features in its products that raise the sales bar for the company and thus drive profitable and productive reach. The customer audit has additionally outlined marketing research dramatically based on 4Ps.

Reference for Marketing Fundamentals

Arab, N. (2018). Relationship between dimensions of brand equity and 4Ps of the marketing mix: Place, product, promotion, and price: Coca Cola- consumer-based qualitative survey, 165-187.

Chen, H. (2018). What drives consumer mobile shopping? 4Ps or shopping preferences? Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-08-2017-0167.

Pratap, A. (2019). iPhone 11 marketing mix. Retrieved from: https://notesmatic.com/2019-10/iphone-11-marketing-mix/.

Ramalingam, V., Palaniappam, B., Panchanatham, N. & Palanivel, S. (2006). Measuring advertisement effectiveness: A neural network approach. Expert Systems with Applications, 31(1), 159-163.

Yoo, B., Donthu, N., and Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketingscience, 28(2), 195-211.

Remember, at the center of any academic work, lies clarity and evidence. Should you need further assistance, do look up to our Marketing Assignment Help

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