Software Engineering

Digital Marketing

Paulo Santos


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Week 1 Lesson B


Product is anything that fills customer needs or wants
Product can be tangible or service or even an idea
to be sucessful the product must have a destinctive selling proposition
we call it Product >> positioning
can be based on functional or symbolic based on what consumers preceive
coca cola is symbolic

key concepts on product on the marketing mix
1- product quality
2- managing product line
3- product service support

A- Product development and Brand management

Product development >>> innovation
radical innovation >> apple >> google
other companies incremental innovation for example coke cola

development of a product
a- marketing people
b- sales
c- operations >> placement
d- R& D
no outside influence at this stage and lots secrecy
this is called stage-gate method

discovery of product >> Idea>> Business case and plan >>>development >>> test and validation >>launch
input from selected customers only.
but many products fail

on the new age products are moving from companies created them to customer co-created example the T-shirts company

Strong brands have which of the following benefits?

Charge higher prices

Enjoy greater loyalty

Experience higher profitability


case study
2000 big success
2014 closed all the retail shops and fired 25% workforce

what happened?
older generation
younger people make their own designs

1- success or failure?
2- in digital world Threadless co-creation is positive or negative
3- what could Threadless do? strategy?tactics and tools to enhance their success


Sharing Economy >> they digital they run on a website or app>> they grant temporary access >> resources are from other users
company must recruit customers and providers
uber now is moving to have its own cars


1- uber
3- (peer to peer lending money)
4- airbnb

Which of the following are characteristics of sharing economy firms?

 Two-sided platform

Crowdsourced supply

Access not ownership

The individuals who provide crowdsourced resources are often called “Prosumers”