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 .