Table of ContentsSummaryIntroductionUnderstanding Customers and MarketsImproving Product and Brand ImagePositive Apple Product and Brand ImageUnderstanding Customers and MarketsBig DataMarketing AnalyticsConclusionReference ListSummaryCe report focuses on the applicability of the marketing concept of Apple Inc. The report critically analyzes how Apple Inc. achieves its corporate goals by meeting and exceeding customer needs and expectations better than the competition. One of the main reasons for Apple's success is its ability to effectively satisfy its customers, better than its competitors. Additionally, the report analyzes the aspect of customer and market understanding. Through surveys, Apple obtains feedback from existing and potential customers and uses this information to create products that meet market needs. I also evaluated the aspect of product enhancement and brand image. It has been found that customers have a positive attitude towards Apple products and brands. The company is associated with quality. All of these factors have led to the high profits that Apple enjoys. I recommend the company to invest more to achieve 100% customer satisfaction, because the gap with competitors is very small. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essay I also critically evaluated the role that technological advancements have played in helping Apple develop new product offerings and understand customers and markets. Big data and marketing analytics have been used by Apple to improve its production and market understanding. By understanding market behavior and trends, Apple was able to develop improved products. I recommend the company to invest more in Big Data because of the future opportunities this technology offers. Introduction This report therefore critically evaluates the applicability of Apple's marketing disregard. The marketing concept is a marketing management philosophy that has been effectively applied by Apple, allowing the company to become a world-leading technology giant. Apple Inc. focuses all its efforts on satisfying its customers around the world while making a profit. This report focuses on covering marketing concepts from various aspects. First, it will critically evaluate how the company has achieved and achieved its corporate objectives by meeting its customers' needs and expectations better than its competitors. Second, the report addresses the role of marketing concepts in understanding customers and markets. Third, the report discusses Apple's product and branding. More so, when we talk about technological advancement, Apple and its products come to mind. Apple, along with Facebook, Google and Amazon, is the largest technology company in the world. Technological advancements are making the operations of these businesses easier. This report will therefore focus on identifying how Apple uses technology to understand its customers and markets. More so, the report will analyze how advancements in technology are helping Apple develop new product offerings. Achieving company objectives by satisfying the needs and expectations of its customers better than those of competitors. To achieve its business goals, Apple strives to meet and exceed its customers' needs and expectations better than its competitors. Achieving customer satisfaction is one of the key strategies used by Apple to achieve its business goals.Data from the American Customer Satisfaction Index (ACSI) from the University of Michigan has shown that for many years, Apple products have achieved the highest customer satisfaction score. Macs and iPads have the highest customer satisfaction rating compared to all other products made by Apple's competitors. Both in 2018 and 2019 had an ACSI score of 83, which was the highest according to the Home Appliances and Electronics reports. Generally speaking, Apple has achieved higher ACSI scores than all of its competitors for over 15 years. This explains why Apple is the most profitable company in America, earning $59.53 billion in fiscal year 2018. Worldwide, it comes in second as the most profitable company, behind Saudi Aramco of Saudi Arabia, which had a revenue of $111 billion in 2018. According to the marketing concept, Apple determines the needs and wants of its target market in the technology market and provides more satisfaction. effectively than Amazon, HP, Samsung and many other competitors. Rahman and Safeena, the customer needs a reason why he should buy from a company and not from its competitors. This is called a unique selling proposition and it gives the company a competitive advantage. With this understanding, Apple invested in offering something more to customers in order to satisfy them, gain their loyalty and be able to attract new customers. The Apple company makes products that first meet customer needs while inspiring them, which forms the basis of marketing efforts. The company follows an approach known as “start with the why” which has helped it build good relationships with customers. The company understands people's daily needs and has created an ecosystem of complementary products that make life more fun and easier in many ways. Understanding Customers and Markets Understanding customers and markets is an important aspect of the marketing concept. Understanding the customer and the market helps in creating the appropriate products and also helps in creating effective sales and marketing efforts. To understand customers and markets, a business must ask itself various questions. For example, to understand customers, various factors need to be evaluated. They include: who the customers are, what products or services they buy, and why they buy those products or services. Understanding the how and why of the customer helps the company develop better products and services and improve the customer experience. Customer needs and the market are very dynamic. Marketing research is one of the key tools for understanding customers and markets. It helps the company determine changes in the market, improve market knowledge, and understand customer needs and expectations. More so, marketing research reduces risks and uncertainty, helps predict the future and helps the organization make the right marketing decisions. In a patent case against Samsung (what year), the court clearly documents that Apple conducts market research. The study aimed to understand the purchasing behavior of Apple's customers at that time and what motivated them to choose the company's products. Additionally, in 2011, the company conducted surveys among its iPhone users to understand customers and markets in different countries. For example, it was determined that iPhone users in China were driven by Apple's brand and design to purchase the company's products more than software and applications. The survey found that 67% of Chinese customers weremotivated by physical characteristics and design. The survey reveals that in the United States and China, brand trust is a determining factor among buyers. The late Steve Jobs' decision to state that Apple does not conduct market research was a strategy to prevent competitors from understanding how Apple understands its customers and markets. To deliver the desired satisfaction in a more efficient manner than competitors, Apple had to treat market research as a trade secret. Apple conducts different types of surveys and analyzes to better understand customers. Improve product and brand image Product and brand image are crucial drivers of brand equity. Brand equity is the overall customer perception and it influences customer behavior. The central objective of marketing activities of any organization is to impact the customer's perception and opinion about the brand. These activities also aim to establish the brand image in the mind of the customer, by stimulating the actual purchasing behavior of the customer towards a product and a brand and as a result, sales increase, market share is maximized and brand equity is developed. Studies have found that product and brand image has a positive impact on customer satisfaction and builds loyalty. The positive image of the Apple product and brandWhen the word Apple is mentioned, what comes to mind is an innovative company. People visualize technology playing a central role in their lifestyle, passion and imagination. The presence of services such as Apple Music and Apple Store has improved the product brand and brand image of the iPhone and Apple Inc. in general. Apple has a brand that has humanized technology, creating a positive attitude towards customers. The company's products have stylish designs that along with the software (iOS) and applications. Additionally, Apple products are associated with high quality, which has increased customer loyalty. Apple Inc.'s positive product and brand image has helped the company create a loyal customer base and it has the largest market share. Whenever the company launches a new product, long lines are common at Apple stores. The company's position in the market is aided by customer loyalty, which gives Apple a competitive advantage over other companies.Critical analysis of how technological advancements have helped Apple Inc. improve : Development of new product offeringsBig Data and marketing analyticsBig Data helps companies improve their use of resources. as well as storage. This is also helpful in reducing computing time and making the right decisions in the business. Using Big Data to make a business decision is crucial in a competitive market. This allows the company to make smarter and more useful decisions in the future. Big Data helps companies like Apple understand and extract meaning from all the information available around the world. The Apple company, for example, uses Big Data to provide broader, deeper and more accurate information, thereby improving its decisions. The company gains an accurate understanding of the market and customers and can therefore provide better suited products. Using Big Data, the company can determine the best way to approach a new product. Apple uses big data to understand how people use mobile apps and new designs are modified to fit customer behavior. Additionally, Apple uses Big Data to determine how customers use the company's productssuch as iPhones, iPods, iPads, Macs and Macbooks. This information is used to develop new products and improve new versions of current products. Apple has used Big Data to venture into wearable technologies, digital health, entertainment, for example Apple Music, and cloud storage. Big Data also continues to revolutionize these technologies by improving the customer experience. Through marketing analytics, the company can create and use quantitative data to gain insights about consumers and be able to make the right decisions when creating new products. Understanding Customers and Markets Big Data Approximately 180 billion apps have been downloaded from the company's Apple Store. This provides a huge amount of customer and market data. Analyzing this data obtained from the application is crucial to understand the company's customers as well as the market. The company uses technologies such as Hadoop, it understands the needs of its customers and, as mentioned earlier, uses this information to develop new products. Most products and services offered by Apple may collect customer data. This data is used to understand the attitude customers have towards Apple. Additionally, the company has gained a better understanding of the market and thus discovers new opportunities. Using data from within and outside the company, Apple can understand the needs and wants of the market and also discover opportunities that exist in the market. Big Data has also improved how Apple understands the customer decision journey. With this understanding, the company was able to build customer loyalty and attract other potential customers. Apple is now a leading global brand and its success across the world is because it now understands local and global market trends with the help of Big Data. Its effective marketing technologies have also been enhanced by Big Data processing. Marketing Analytics Marketing analytics are important to Apple's strategy to remain a competitive brand. To be able to remain competitive, a business must understand the customers and the market very well. The company must understand why a customer makes certain decisions, their opinions about those decisions, and the customers' experiences when interacting with the company. With an accurate understanding, the company is able to predict customer behavior and thus improve customer experience. Thanks to Big Data, Apple was able to understand its customers and thus improve the customer experience. This is one of the reasons why Apple has achieved the highest customer satisfaction score for many years in a row. Predictive analysis was used by Apple to be able to predict what happens next. Through customer purchasing behavior, Apple can understand future trends and create products that customers will need. Thanks to Apple Music, for example, marketing analyzes are carried out to understand customers and the market. Apple Music Apple is therefore able to suggest music that customers would like to stream in the future because it understands the market well. ConclusionIn conclusion, Apple is one of the companies that have determined the needs and wants of customers in the target market. and use strives to satisfy these needs better than competitors. Apple achieves its goals by meeting and exceeding the needs of its customers. For years, Apple has received the highest ACSI (Customer Satisfaction Index) score in the United States. More than that, Apple understands its customers first and its goal of being able to provide products and services that, 3(1).