Fitbit, the leading manufacturer and marketer of wearable activity tracker devices faced an obstacle when their Force product had to be recalled due to skin irritations. The company responded to a class action lawsuit and was required to provide full refunds to all consumers who had purchased the Force. However, Fitbit quickly redeemed itself, launching several new and improved products, like the Charge HR and the Surge, which were designed and tested to make sure the chances of skin irritation were significantly reduced. In addition, Fitbit conducted extensive consumer research to determine the product design and functional modifications desired most by consumers. Despite the stumble with the Force product, Fitbit remains the leader in the activity tracker market, with a market share of more than 70% of activity trackers sold in the United States. This example represents a success in which aspect of implementing the marketing concept?
a. Restructuring the organization to implement quality manufacturing enhancements.
b. Ability of top leadership to create a production-oriented culture.
c. Use of an information system to discover customers' real needs and the use of the information to create satisfying products.
d. Successful use of advertising and publicity to generate consumer demand for the products.
Answer: c. Use of an information system to discover customers' real needs and the use of the information to create satisfying products.
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