Product Marketing

Definition of Terms

The strategic planning process entails the steps taken by an organization in redefining its strategy and make decisions in how it is going to achieve its target in the market. The strategic planning process is thus used to identify the direction of the company at any time. The method may also involve the measure sand practices used to ensure that organizational strategies are met.

SWOT refers to the framework that evaluates the company’s competitive position in the reviewing of its strength, weaknesses,opportunities, and threats. Therefore, SWOT analysis is essential towards weighing the capabilities of the company and the things it cannot do, its opportunities and threats.

Market segmentation involves the organization dividing the customer base into segments by the customer traits. The split segments more so, include customers who attach to organizational strategies such as in the foundation of needs of customers.

Target Marketing entails the focus on marketing efforts on the divided group of the customer base. Thus target marketing concentrates on all marketing actions by the organization in product promotion (Fan, Lau, & Zhao, 2015).

Product positioning is a crucial tool of product marketing; it involves the steps taken by product marketers in the identification of the way customers’ respond to their products. Product position depends on the customers’ desires and competitive pressure that exists between customers and the organization

Product refers to the commodities that are manufactured by an organization such as iPhone produced by Apple company whereas price refers to the quantity of compensation for acquisition of products and services are business transactions that do not involve physical goods between the buyer and the seller.

Marketing of iPhone

iPhone is leading innovation in the technological industry. This is due to its strengths. The iPhone can easily be used as its all-new touch screen recognizes several gestures of the finger. The production of the iPhone can be integrated with other phone production companies to increase the volumes of iPhones produced into the market. The iPhone software is easily upgradable as it allows various features to be added into its system while taking advantage of the touch screen ability. The expected versions of the iPhone will be upgradeable in terms of the hardware. The weaknesses of the iPhone are that it is not targeted to business people hence not used by in the corporate sector (Smith & Wallace, 2015). Threats that iPhone faces in the mobile industry it increased competition. Manufacturers that produce the iPhone can be involved in shoddy deals and interfere with patent rights of the iPhone and provide similar products. There is also increased competition from smartphones which are easily produced in the market. Expansion of iPhone sales into the Asian world is difficult due to the perception that smartphones are better than iPhones and are used all over than iPhones.

iPhone’s market segmentation strategies include the concentration on demographic set up of its customer base. In its advertisements, the iPhone tends to aim at a particular age majorly in its segmentation strategy. People tend to acknowledge the marketing mix as the iPhone have an exciting technology and a fantastic technology. The Apple IOS operation system made customers to love the iPhone. Thus Apple Companyattracts customers using the operating system of the iPhone. The operation speed of the iPhone is faster than smartphones. The hardware used in the phone matches with the operating system of the phone. Hence the high operating speed was vital to attracting a lot of customers to the product.

iPhone applies the mono-segment market positioning where it makes a definite appeal towards an individual customer segment. The Apple Company positions itself as a premium brand with the production of highly technologized products.  Apple target segment involves rich people who can pay more for the iPhone with advanced technology.  Apple Company produces other products such as apple watches and iPads (Kannan, 2017)

Analysis of security, privacy, ethical and legal issues related to the digital information world and marketing

With the advances in technology applied in digital marketing, there are privacy, ethical, security and legal issues that must be addressed. Cybersecurity challenges have been experienced in digital marketing practices. The complexity of digital marketing over time makes it more vulnerable to hackers who might use the data from illegal reasons such as ransoms. Privacy issues are a considerable concern with confidential information of customers that is collected through online sources (Chaffey& Ellis, 2019). Marketers should develop cybersecurity measures when requesting for critical information from the customers. Ethical and legal issues have the same traits since both of them incorporate ethical formalities in marketing to ensure that the business thrives. These include topics such as data usage and intellectual property which have to be given the attention in digital marketing. Security issues such as malicious codes and virus are a common risk that marketers will experience in the digital marketing strategy. Thus it is essential for companies to develop web security in digital marketing to prevent attacks from malware such as viruses from interrupting with the operations of the company in the digital world.



Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.

Fan, S., Lau, R. Y., & Zhao, J. L. (2015). Demystifying big data analytics for business intelligence through the lens of the marketing mix. Big Data Research2(1), 28-32.

Kannan, P. K. (2017). Digital marketing: A framework, review, and research agenda. International Journal of Research in Marketing34(1), 22-45.

Smith, C., & Wallace, J. (2015). iPhone 5c, 5s and 6 Made Easy. Flame Tree Publishing.

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