Assignment: Generic Electronics and the Marketing Mix

Consider a product you own and use regularly
today (smart phone, e-reader, power tool, etc.). With the rapid pace of
technological change, you may ask yourself how this product will change in 5 or 10 years instead of whether
it will change. It may be realistic to wonder if a ubiquitous product
of today could be replaced and obsolete in that amount of time. Compare
the pace of change to older products such as typewriters, which sold
commercially for decades without experiencing much change at all until
improvements in computers, word processors, and printers rendered
typewriters nearly obsolete. Similarly, services such as milk or ice
delivery may have been common at one point in time but no longer exist
today. As companies examine their products and services, they need to
anticipate the impact of product life cycles. Each stage of the product
life cycle (introductory, growth, maturity, and decline) has its unique
marketing needs, which require different promotional and pricing
strategies.

For this Assignment, you will apply concepts of
the product life cycle, branding, pricing tactics, and distribution
channel. Consider how products are improved in order to extend their
product life cycle. What are some ways to make an existing product more
appealing to consumers?

Consider the following scenario:

Generic Electronics
is introducing a new electronic device with cutting-edge technology. The
managers are expecting the product life cycle, from introduction to
decline, will last about 3 years before this device is replaced by a
newer version of the technology.

To prepare for this Assignment:

• Review this week’s Learning Resources.
• Review the scenario of Generic Electronics.
• Refer to the Academic Writing Expectations for 2000/3000-Level Courses as you compose your Assignment.

Submit your responses to the following prompts.

• What type of brand message should Generic Electronics send to its
  potential customers? Explain your answer. (75 words, or 1 paragraph)
• How should Generic’s marketing managers adjust this device’s
  branding throughout the four stages of the product life cycle (PLC)? In
  your response, be sure to briefly describe each stage of the product
  life cycle. (150–225 words, or 2–3 paragraphs)
• During the introductory stage of this device, which pricing strategy
  should Generic Electronics use? When the device hits the maturity
  stage, how should the pricing strategy be different? (75 words, or 1
  paragraph)
• Which distribution channel should Generic Electronics use? The
  options are direct sales (i.e., business to consumer, or B2C) through
  the company’s eCommerce and mCommerce sites, or indirectly (i.e.,
  business to business, or B2B) through other retailers such as Best Buy
  and Amazon. Discuss the pros and cons of these options. (150–225 words,
  or 2–3 paragraphs)
• Why is it important for Generic Electronics to have an integrated
  marketing communication plan? (75–150 words, or 1–2 paragraphs)
• How should Generic’s marketing managers ensure they are utilizing
  integrated marketing communication and are sending consistent messages
  throughout the different traditional and digital marketing channels?
  (75–150 words, or 1–2 paragraphs)