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Please consider the word count instructions which is 550 words for each question.

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Question One: (50 marks) Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services. It is considered one of the Big Five companies in the U.S. information technology industry, along with Amazon, Google, Microsoft, and Facebook. It has a wide range of hardware and software products, as well as professional applications like Final Cut Pro X, Logic Pro. Its online services include the iTunes Store, the iOS App Store and many others. Also, other services include Apple Store, Genius Bar, AppleCare, Apple Pay, etc... In the context of "Products, services, and Brands: Building Customer Value, refer to your BE200 material, e-library sources, other internet sources, and your national Apple website and answer the following questions: A. Identify the three levels of Product. Apply the concept on Apple iPhone product. Illustrate your answer with the appropriate diagram. (25 Marks) B. Examine the list of brands under the Apple Company. Name and define the four dimensions of a company's product mix and describe Apple's product mix on these dimensions. (25 Marks) Word count 600 words Question Two: (50 marks) Companies must carry out strong new-product planning and set up a systematic, new-product development process. A. Define the concept of "New product development". (5 Marks) B. Why are new products important both to customers and marketers? (5 Marks) C. Select a company of your choice and discuss the eight major steps in its product development process. (40 Marks) Word count 500 words End of Assessment