Students are presented with 10 buyer personas for a hotel chain. Their task is to identify which of the buyer personas are most suitable to be the target market for the chain to pursue? Students also discussed the value of by personas versus traditional target market profiles.
Which Buyer Persona Should We Pursue? Review the Teaching Activity
This activity is all about drilling down on consumer needs to explore the range of underlying motivations for behavior. Students are presented with a series of consumer statements and their task is to look beyond the top-level and to dig deeper into a fuller set of motivations and needs.
Digging Deeper with Consumer Motivation Review the Teaching Activity
This activity is for students near the end of studying Marketing 101 (or similar) as it poses a number of clarification and understanding questions relating to research, product mix, consumer needs, and segmentation = a mix of topics, rather than one set topic area. It is also a supplementary activity that leads into Using Different Bases for Market Segmentation.
Understanding Marketing Terms Review the Teaching Activity
In this exercise, students describe well-known brands in terms of their brand personality. A list of personality traits and descriptors are provided. In addition, the activity explores the role of brand personality versus more tangible brand metrics.
Working with Brand Personality Review the Teaching Activity
This is a simple individual student activity to help clarify marketing information terms by sorting the sources of information into whether they are internal or external to the firm.
Marketing Information: Internal or External? Review the Teaching Activity
This is a great example of using a market insight to change consumer behavior. In this activity, KFC created a smart phone game to deliver sales promotion incentives and drive sales.
EXCLUSIVE ACTIVITY FOR MEMBERS
KFC’s App Gamifies Snack time Review the Teaching Activity
This activity is a ‘game’ played in groups. Although it is a fun game, it is designed to illustrate the challenges that a firm faces when it evaluates and researches a new product.
New Product Evaluation Game Review the Teaching Activity
Sometimes a firm’s particular characteristics (or marketing situation) will influence their choice of the most appropriate marketing research design (as this activity will demonstrate). The task in this activity is to match the type of market testing research to the firm most likely to conduct it.
EXCLUSIVE MEMBER ACTIVITY
Different Firms – Different Research? Review the Teaching Activity
For this task, students match the market research term to its definition, as a simple check of their understanding of the main marketing research methods.
EXCLUSIVE MEMBER ACTIVITY
Defining Market Research Terms Review the Teaching Activity
In this case study, students look at a successful implementation of a CRM program and how it was able to transform the success of a credit union.
EXCLUSIVE MEMBER ACTIVITY
Implementing a CRM Program Review the Teaching Activity