teachthe4ps.com - For instructors of marketing.

This article “The iPad Leads Apple to the Elderly” (Bloomberg BusinessWeek, August 12, 2010) describes how the ease of use of the iPad appeals to the elderly. The examples are mostly from Japan — where a fast growing elderly population make it a prime target market. The examples here work when talking about opportunities (chapter 2 in our books), demographic trends or market segmentation.

You might ask students:  What else Apple could to do make the iPad more appealing to senior citizens?  Encourage them to think about each of the 4 Ps.  [NOTE:  This article has also been posted over at our “Learn the 4 Ps” blog for students.

This neat little article might work well as you teach chapter 2 — and need relevant examples of marketing opportunities.  Many of us in the U.S. (and our students) can relate to an unusually cold winter.  Some brands see this as an opportunity — and not only makers of coats, gloves, and snow shovels.  In this article “Marketers Make Most of Falling Mercury” (AdAge, January 11, 2010 – sorry subscription required, so I am providing a longer post than usual to give you some ideas.  If you don’t subscribe, you might be able to find the article through your library database.)

• Campbell’s Soup increases radio advertising in cities with miserable weather,
• Online retailer Zappo’s promotes coats and boots more often,
• Snuggie reported shortages of their blankets with arms and legs — so it cut back on promotion activities,
• Sales of Ugg boots and electric blankets jumped, too.

At a local level, you can read about what New Orleans businesses are doing in response to the cold spell “Cold snap creates business opportunities for some,” in the New Orleans Business News, January 8, 2010.