Question

Apple is known for its innovation. It conducts in-depth marketing research to determine what customers want. Its electronic devices are constantly upgraded so customers can purchase the newest models. The company creates buzz around its product offerings by discussing the product months before it is launched. This anticipation builds up until the product is launched, resulting in wide-scale sales that often result in stores selling out of the newest product.Refer to Scenario 1.3. Apple's emphasis on marketing research is used to enhance the ___________ variable of the marketing mix, while its skills at creating buzz for its newest product offering months before its release is an example of the ___________variable.

Answer 1

Answer:

The answers are:

• Product variable
• Promotion variable

Explanation:

The marketing mix consists of 4 variables (4 Ps)

• Product
• Price
• Place
• Promotion

The product variable refers to the actual product or service being sold. In Apple´s case it refers to the products´ technical specifications (iOS, memory, speed, screen size, cameras, etc.).

The promotion variable refers to all the activities a company carries out to inform and persuade their potential customers about the benefits of buying a certain product. In Apple´s case they build up high expectations around their product launches.