Jeff Micole G.

Francisco

BSCE-3E

1 (A1) Take any technology. List down its end-users and customers. 

TECHNOLOGY CUSTOMER END USER

Gadgets Students, Teachers, Students, Teachers,
Employee Employee
Surgical Devices Nurse, Surgeon, Doctor Hospital Manager,
Government
Cars Parents Children, Heirs

2 (A1) Classify the following products according to customer segment: 

 
(a) bathroom soap – MASS MARKET
 
(b) transparent soap – NICHE MARKET
 
(c) papaya whitening soap - SEGMENTED
 
(d) sulfur soap – NICHE MARKET

3 (A1) In the example of the mobile platform for buying cameras, describe the
kind of market segment. Explain your answer. 

In my own opinion, mobile platform for buying cameras can be defined as a

demographic or behavioral segmentation depends on the customer’s preference.
Perhaps demographic segmentation is the most straightforward way of defining
customer groups, but it remains powerful. Demographic segmentation looks at
identifiable non-character traits such as: Age, Gender, Ethnicity, Income, Level of
education, Religion, Profession/role in a company. On the other hand, behavioral
segmentation is possibly the most useful of all for e-commerce businesses. As with
psychographic segmentation, it requires a little data to be truly effective – but much of
this can be gathered via your website itself. Here we group customers with regards to
their: spending habits, purchasing habits, Browsing habits, Interactions with the brand,
Loyalty to brand.

Mobile platform for buying cameras is demographic because camera customers

are based on the age and income of the buyers. Using a camera needs a proper
knowledge because some cameras were difficult to manage. Also it is based on the
source of income since on these days, cameras with a good quality also has a higher
price.
 It can also be in behavioral segmentation since some of the customers on buying
cameras was based on their habits and hobby.

4 (A1) What is the role of stakeholders in the development of a technology? 

A stakeholder is a party that has an interest in a company and can either affect or
be affected by the business. The primary stakeholders in a typical corporation are its
investors, employees, customers and suppliers. Stake holders can suggest ideas for
features as well as problems to be solved.

5 (A1–Optional) According to reference [2], what are internal and external

shareholders?  

Internal stakeholders are those individuals or groups within a business such as

employees, owners, shareholders and management who have an interest in the
company. For example, Jake's employees at the Books Worth A Look bookstore are
concerned about the company's ability to operate into the future since they obviously
want to know if they'll still have their jobs. Management employees like Jake will always
be concerned about whether the business will continue to operate, his advancement
opportunities, and his possible salary increases.

External stakeholders are groups, individuals or organizations outside of a

company such as its customers (those individuals who purchase its goods and
services), creditors (individuals or groups to whom the company owes money), the
government, suppliers, or society in general

6 (A1)Give examples of influencers. Discuss the impact of social media on the

role of influencers in marketing. Provide your sources. 

It’s no secret that humans are all imperfect. We all try our hardest to be our best
selves, both publicly and privately. It is easy for someone who is not in the public eye to
make a mistake. They are able to realize a mistake, learn from it, and grow as a person
because of it. There is not a large following of people to bash them and make them feel
like they are unforgivable. As a social media influencer, this is not the case. Social
media influencers are held to a high standard for many reasons. These individuals can
be representing multiple well-known companies at a time. They are also the inspiration
and role models to many of their followers. Research has shown that recommendations
from social media influencers enhance consumers’ positive perceptions about a brand
and consequent purchase intentions (Lu, Chang, & Chang, 2014).

When a social media influencer makes a public mistake, it immediately reflects

negatively on the brands that they are collaborating with. It causes the brands image to
look poor, which can cause a loss of many valued customers. In today’s time, there are
so many different brands to support and love. If an influencer who is promoting a
particular brand is involved with a public scandal, it may cause supporters of the brand
and the influencer to step back and find other competing brands to support instead.

One of the famous social media influencer in technology that I am watching is the
Unbox Diaries by Mr. Vince Domingo. He does some technology review on all of the
upcoming cellphones or gadgets to the market. He gives us (the market) idea on what
to buy and to not buy on the gadgets area.