After-class activity

Think about online social networks such as Facebook, Twitter, Xiao Hongshu, or Douyin. How are marketers trying to use these networks to promote their products? Choose and describe one of the most impressive event that you have ever seen or experienced.

Challenge:

   Group Discussion: Take a look at the Web sites for Apple (www.apple.com), Dell (www.dell.com), and Hewlett-Packard (www.hp.com). Which types of consumers are each of these companies appealing to through their marketing approaches? Are they targeting personalities, using technical comparisons, or something else? Based on what you have read in this chapter, why do you believe each company chose this marketing approach?