principles of marketing 17

Wk 2 Discussion 1:

Product Life Cycle Stories

Introduction, growth, maturity and decline. Every product has a life cycle story waiting to be told. In this interactivity, you’re going to document the story of a product, product category or brand that has progressed through the four product life cycle stages.

Guided Response:

1. Review section 3.2 in our text regarding product life cycles.

2. Identify an appropriate product, product category or brand.

One that has moved through all phases of the life cycle
Do a web search for dead brands or product fads. Or use this article about bygone tech (Links to an external site.)Links to an external site. for inspiration.

3. Research your brand/product/category to answer the following:

The approximate timing of each life cycle phase
The key events that marked the start or end of each phase
Use at least three sources

4. Post this information to the discussion forum below.

In the title of your post identify your product/brand/category.

5. Respond to at least three classmates for brand/products/categories other than the one you picked. Then answer this question:

Of the products that you read about (including your own), which one best fits and least fits the classic life cycle curve? Explain why/how.

Wk 2 Discussion 2:

Market niches: Digital Show & Tell:

Gender as Market Niche

Market niches: Digital Show and Tell

Brands carve out niches in the marketplace by targeting a specific audience. And two of the most powerful tools a marketer has for making their target feel the brand is “for them” is how they position and package their Product and how they make use of Place â€” relative to both physical and virtual places of business.

You’re going to select either the male targeted Sport Clips (Links to an external site.)Links to an external site.(a retail hair cuttery) or the female targeted Sister Snog (Links to an external site.)Links to an external site. (a London business social network) and describe how they target through the use of place and product. And while words are great, pictures are worth a thousand of ’em, so we’re going to do digital show and tell using a cool new website annotation tool called BounceApp.

Guided Response:

Check out our sample annotated web page (Links to an external site.)Links to an external site. for a high-end pet boutique.
- Mouse over highlighted areas to view associated commentary.
Pick one of the two brands and visit their website
- Sport Clips (Links to an external site.)Links to an external site. or Sister Snog (Links to an external site.)Links to an external site.
- Identify a site page â€“ landing page or otherwise â€“ where place and/or product is featured.
  - Remember; place encompasses physical and virtual locations
- Copy the webpage link from your browser.
Screen capture and annotate the webpage using BounceApp (Links to an external site.)Links to an external site.
- See the step by step tutorial
- Identify at least three examples of how place and or product is used to reinforce the gender targeting.
- Write at least two sentences of explanation for each example.
- When done, copy the link to your annotated BounceApp page.
Post your annotated webpage link to the discussion forum below.
- In the post title identify whether you picked Sport Clips or Sister Snog.
- In the body of post, provide your BounceApp page link. See example.
Explore annotations for the brand you didn’t pick. Respond to three of your peers, at least one of which must be for the brand you didnâ€™t pick. Comment on market niche strategies that those brands used/failed to use in promoting their website. Then answer this:
- Which brand do you think uses product and place more effectively to differentiate itself? Cite at least one reason why relative to both product and place.
- Feel free to pick a different “winner” for product versus place.

I Need Help! I Can Help!

Got questions about product or place? BounceApp? This activity? Have a helpful tip to share? Please post to our Week 2 help forum, so others can benefit!

FAQs

Do I need to create a BounceApp account?

You do not need to create an account but please do provide your first name and last initial when prompted so we can associate your commentary with you!

Male Targeting Example

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