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1. Marketing Concept (Focuses on identifying and fulfilling customer needs better than competitors).

2. The marketing concept emphasizes identifying customer needs and delivering value through products/services that meet those needs, ensuring long-term profitability.

3. Chosen Company:

Apple Inc.

4. Introduction to the Company:

Apple Inc. is a multinational technology company that designs and sells consumer electronics, software, and online services. It is known for innovation and a customer-centric approach.

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Title: "Apple introduces Shop with a Specialist over Video"

Summary: In March 2023, Apple launched a service allowing customers to connect with retail team members via a secure, one-way video shopping session. This initiative enhances personalized customer experiences by helping users choose products that best meet their needs.

Source: Apple Newsroom

Link: https://www.apple.com/newsroom/2023/03/apple-introduces-shop-with-a-specialist-over-video/

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Summary: A 2021 survey indicated that 72% of U.S. online store customers were 'very satisfied' with their interactions with Apple, highlighting the company's success in meeting customer expectations.

Source: Statista

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Justification:
"Apple fits the Marketing Concept because it continuously analyzes customer needs and develops innovative products that enhance user experience. Through customer-centric services like AppleCare, personalized shopping experiences, and seamless integration across its ecosystem, Apple ensures high customer satisfaction and brand loyalty, outperforming competitors."

Source:
Statista (2023) Apple and Amazon lead in U.S. customer satisfaction. Available at: https://www.statista.com/chart/26784/online-customer-satisfaction-major-brands-united-states/ (Accessed: 5 February 2025).

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1. Chosen Marketing Concept:

The Marketing Concept

2. Explanation:

The Marketing Concept is all about understanding what customers truly need and want then creating products that meet those needs better than the competition. Instead of just pushing sales or focusing on production, companies using this approach put customers at the heart of everything they do.

3. Company: Apple Inc.

4. Company Intro:

Apple is a brand that has built a deep emotional connection with its customers. From iPhones to MacBooks, it consistently delivers products that people don’t just use, but love. The company has mastered the art of innovation, design, and user experience, making its products stand out in a crowded market.

5. Evidence (iPhone 15 Satisfaction Tracker):

Recent data shows mixed satisfaction with the iPhone 15 series. While iPhone 15 and 15 Plus ratings increased (up to 78.1% 5-star reviews), iPhone 15 Pro and Pro Max saw a decline dropping to 66.1% and 72.5%, respectively.

6. Justification:

Apple isn’t just about selling phones or laptops, it’s about creating an experience. Apple understands what customers want and consistently delivers. That’s why people stay loyal and keep coming back year after year.

7. Source:

https://www.forbes.com/sites/christinemoorman/2018/01/12/why-apple-is-still-a-great-marketer-and-what-you-can-learn/

https://businessmodelanalyst.com/apple-marketing-strategy/?srsltid=AfmBOoofxjtyZn__WQTw-CpV3gqOfApn8e6J82ZtxD-CgubO_MeJpO00