For this assignment, go to the website www.knowthis.com When the home page opens

Question

For this assignment, go to the website www.knowthis.com

When the home page opens, click on Marketing Stories and Marketing Blogs to check out the myriad amount of information written by real practitioners in the real world.

Choose 3 of the stories and/or blogs that interest you most and summarize them on the Discussion Board for Assignment 4. Be sure to explain why you chose the ones you did and how they relate to the marketing principles/concepts we are learning in this class.

Be sure to read the posts of others before you in order to avoid redundancies.

Explanation / Answer

In marketing Stories archive, I chose product decisions, and inside this I chose the story of how Gatorade plans to reinvent sport drinks again.

In marketing blogs, I chose customer behavior, and inside this the topic The Marketing Advantages in Understanding What Really Motivates Customers to Buy and Customer buying behavior.

Product decisions regarding Gatorade:

This article is related to the reinvention of the Gatorade classic product for athletes. This is because they have not only registered a decrease in their sales but they are also facing a deviation on their target market, which is athletes, who are changing to other energy drinks brands and their product is being seen as a “hangover helper” instead. In order to improve their brand again that had been the pioneer energy drink created 50 years ago, Gatorade made important studies among academy athletes to have more accurate and personalized results about their hydration and sodium needs according to their complexion, activities and targets, to improve their product and make it better aimed to athlete’s needs.

This article gives a very important perspective of product reinvention, which is a very important concept in marketing. Once a product has passed the novelty stage and specially a product like Gatorade that has been in the market through 5 decades and more, customer’s needs may change as well as the increase of competitor brands.

The Marketing Advantages in Understanding What Really Motivates Customers to Buy and customer buying behavior:

These articles speak of how ambiguous can be the customer behavior and the reasons why they decide to purchase a product, as every person is different and sometimes a coincidence and even personal reasons are the ones that made them buy a product, combining marketing, psychology and sociology.

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