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2 pages/≈550 words
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Style:
APA
Subject:
Business & Marketing
Type:
Coursework
Language:
English (U.S.)
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Topic:

Amazon Echo: Functionalities and Target Users

Coursework Instructions:

After reading the course resources and the information on this assignment in the course, address the questions below in a Word document： Short answer format
Here is a link to a series of videos on the Echo for background: https://www(dot)youtube(dot)com/results?search_query=amazon+echo+commercial (Links to an external site.)
1. Based on your viewing of the video, describe the functionality of the Echo. What are the primary consumer benefits?
2. What target audiences might this product appeal to and why?
3. Research the two main competitors to the Amazon Echo: Apple Homepod and Google Home. What benefits do they promise consumers?
4. How is the Amazon Echo positioned vs. competition? Write a positioning statement using this construct (below):
“For… (target audience/customer) [Brand X] is the (frame of reference/category) that (rational/emotional benefit). That’s because [Brand X] is (reasons to believe and/or differentiators).
5. Briefly, describe how Amazon can use social media as a channel to convince consumers that the Echo is the best choice.
6. Draft three tweets that promote the Amazon Echo and how the Echo is positioned.

Coursework Sample Content Preview:

Social Media Marketing
Student Name
Institutional Affiliation
Date
Social Media Marketing
The market for smart home devices has grown, with numerous companies joining the bandwagon to increase demand. The ability of devices to remain connected to the cloud has allowed devices to become essential in our day-to-day lives. Amazon Echo is one of the leading smart home devices that promises numerous advantages to users.
Functionalities
Echo can play music, answer questions, get news on weather, create a playlist to do lists, set alarms, and much more. It performs these functions with a simple command voice. For instance, a user can ask a question, say the height of the tallest mountain. The Echo will search the Internet and answer instantly. Since it is connected to the cloud, it can provide answers in real-time. Consumers can perform various tasks at home while simultaneously getting answers to their queries with simple voice commands. A user is forced to type on a search engine, say Google, in a typical search query. This may be challenging, especially where a user is performing other tasks at home. Echo provides the convenience that people at home need to perform simple tasks like playing music and setting alarms.
Target users
The ideal user for Echo is below 44 years. The devices may appeal more to individuals aged 18-29 years. Individuals below 44 years are more open to such products, with those aged 18-29 years more likely to use the device (Koksal, 2018). The device is perfect for the target audience because the voice interface is perfect when their hands are full. For instance, an individual may be cooking, meaning that they cannot use their hands to type a search query. Individuals below 44 years are more likely to multitask while at the same time wantin...
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