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TUGAS CHAPTER INCOME & SOCIAL CLASS

Group Assignments

1. Go to www.miserlymoms.com. Have your group analyze the advantages of this Website. What benefits are offered? How would this site get upscale, affluent consumers to

use the Web site? How would the site get poorer, less affluent consumers to use the Web

site? What evidence do you see that the organization is trying for both markets? Explain.How does the site appeal to upscale consumers who have greater amounts of

discretionary income? Downscale consumers who have less?

2. Visitwww.fashion-era.com. Take some time as a group and browse the fashion trendsfrom different time periods. Find trends that are in fashion at one time period, then out of

fashion, and then back in fashion at some other time period. What governs these trends?

Discuss this and draw some conclusions based on the concepts in the chapter.

3. Visit both www.macaronigrill.com and www.dennys.com. Have your group analyze the

approaches that both of these Web sites have taken to appeal to their target markets. Whatelements and cues in these Web sites reflect the principles contained in this chapter on

social status and cultural capital?

4. How do the restaurant sites mentioned above differ from those targeted toward the rich(for instance the restaurants operated by well known chef Mr. Alain Ducasse:

http://www.alain-ducasse.com/public_us/en_ce_moment/fr_encemoment.htm)? Are the

differences in promotion subtle or more pronounced?

TUGAS CHAPTER AGE SUBCULTURE

1. Visit a few social networking sites (www.facebook.com, www.myspace.com,www.orkut.com, and so on) and register if they are not members. Watch the interactionsfrom the point-of-view of a marketer. Based on what they see at these sites, how can

marketers effectively target the users? (Background: Facebook.com had to apologize for

using advertising partner Beacon to mine user provided data that proved to have

infuriated users because of privacy concerns. Facebook.com has since terminated thismethodology.)

2. Go to www.peapod.com and www.iping.com. Each student should identify how theservices offered by these Web sites would benefit senior citizens. How can these Web

sites better target this age group?

3. Go to www.alloy.com and www.teensplatform.com. These are portals geared toward

teens. How do these sites differ from Yahoo or Google for information search,

ecommerce, and the presentation of other information? They can also visit the following

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http://www.fashion-era.com/http://www.fashion-era.com/http://www.fashion-era.com/

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Chapter 13: Income and Social Class

CNN site for an analysis of teen Websites and their effectiveness:

archives.cnn.com/2000/TECH/computing/10/18/teen.portals.idg/index.html

4. Go to www.teenpeople.com and www.seventeen.com. Examine what is in style or

cool for teens. How has style and coolness changed since you were a teen? What

marketing efforts to persuade teens were used on the Web site? Did you find the stylechanges attractive and appealing? Explain your feelings.

5. Go to www.mtv.com. MTV has been around for a long time. Did you watch it when youwere a teen? How has it changed? What new strategies is the organization using to reach

its target market of today? Where will the organization be heading in the future? How

could it keep its customers and viewers from growing up and leaving it as a source of

entertainment and information? Plot a strategy that might help with this.

6. Go to www.cosmogirl.com and www.cosmomag.com. How are these two sites

different? What are their two target markets? What messages and values are being

transmitted by the two Web sites? How can age and gender be combined by marketers toensure success? Find two illustrations on the two Web sites to illustrate your thoughts or

feelings.

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