The five marketing management philosophies are production concept, product concept, selling concept, marketing concept and societal concept. In Apple Company, they have applied marketing concept into their business. As we set to know, the marketing concept means determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors do. The marketing concept used by the Apple company divided into 3 categories which are customer oriented, organization objectives and coordinated market activities.
The Apple Company modifies offering by creating varieties in their products. They also try to attract customers by advertising through media which is appealing to the customers. Moreover, they create convenience to the customer by providing good delivery service. All this steps taken by Apple company it said to be process of reaching customer orientation concept. In reaching the organizations object concept, the Apple Company try to increase the profitable sales volume by setting a target for employees to reach. Besides, they also attempt to move closer to their ultimate goal by improving their qualities of their products.
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The Apple Company also applied societal concept to the business. Societal concept focus on consumer needs, wants and society’s expectation. Based on our research, Apple Company has recycled over 21 million pounds of electronics worldwide since 1994. Apple Company also has a continuing free iPod recycling program in the US retail stores, offering environmentally friendly methods of disposing of old and unwanted iPods. The purposes of recycling are to reduce toxic products, increase durable products and save resources. Apple company make correct marketing management by learning and understanding customer’s needs and wants.
They collect up-to-date data about customer needs in order to produce satisfied goods to them. Apple Company also creates good relationship with customer to increase customer’s confidence and loyalty to Apple Company. So, customer will continue make purchases and adopt new apple product. Other than that, Apple Company does market beyond tangibles by participating in non-profit organisations such as Charity Checks Program, Apple Recycling Program and etc. They also keep upgrade their products in order to follow the trends and generations.