Marketing Concept
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Marketing Concept
Apple Computer is a prime example of an organization that practices the philosophy of the marketing concept. All four areas of the marketing concept are accounted for within Apple's operations. Apple has come far in the past 30 years. Though they do not have much more than 5% of the personal computer market share, they have not been washed out of the market because of their marketing abilities. Their philosophy, reflected within their products and services, has enabled them to keep and grow their base of loyal customers.
Apple's mission statement accurately reflects their marketing definition. Their "Think Different" slogan is a marketing campaign that defines the first part of their mission statement perfectly. "Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh." The words, "revolution" and "reinvented" reflect their mission of "bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through innovative hardware, software and Internet offerings." They do not merely state that they will produce the best computers and hardware there is; they make reference to an experience...