The article in News Limited Network on 10 July 2013 shows how the New Google Maps app utilizes two marketing concepts: the features of product and the micro-environment.

The New Google Maps app can easily distinguish the old one and any other similar products because of its features. For example, it is the first time that they can build in street-by-street navigation and offer the newest updates of traffic information, especially traffic congestion. It means that quicker routes will be proposed in emergencies. Consequently, the situation of arriving late may be altered and more search types can be offered to customers by the app. According to Sharp (2013 p.251), the characteristic product should be devised that can caters to the essential benefits need of customers.

What is more, customers have more navigational options to seek, such as car, public transport, walking and cycling. Similarly, they can search for different types of business instead of single addresses. Therefore, all of features show the humanized alterations which are suitable for the fast rhythm modern society.

The article also demonstrates the concept of the micro-environment, especially for customers and competitors. Firstly, Customers are a significant part of marketing which always change their requirements and pursue a latest and better product. Thus, the management should in consideration of changing needs (Sharp 2013 p.186). For instance, the New Google Maps changes to 3D vision and adds restaurant comments. Consumers can choose the restaurants they like via the app and compare with others based on the reviews that come from other customers. Furthermore, other new features are also aimed at Consumers’ interests (Such as: quickly provide new routes to stay away from traffic jams and accidents; different types of search bar to satisfy different needs). Using market research, aiming at the needs of consumers and standing in the point of view