What motivates a consumer to purchase from a restaurant? Sounds simple, but when it comes to identifying motivations, it is often helpful to look beyond the obvious and uncover the real reasons for consumer actions.
Tapping into Consumer Motivations 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.
KFC’s App Gamifies Snack time Review the Teaching Activity
In this activity, there are five different market segments have been identified for the sports shoe market. Students need to assess the most attractive segment and then construct a top-level marketing mix.
Identifying Segment Needs Review the Teaching Activity
Students are provided with a name of a brand persona and assess what information about the segment is provided by the name itself. A helpful exercise for understanding segments and personas.
The Value of Brand Persona Names Review the Teaching Activity
In this simple exercise, students identify the types of business purchases that would be considered as a straight rebuy, a modified rebuy, or a new task.
Types of Business Buying Decisions Review the Teaching Activity
In this introduction to segmentation (and viable segments) students review information for 12 consumers and split them into segments. It sounds simple, but is it?
How Would You Segment These Consumers? Review the Teaching Activity
In these digital escape rooms, students need to work together to solve problems, crack codes and finally escape, using their knowledge of marketing. Lots of fun and great for team-building.
Digital Escape Rooms: Getting Started Review the Teaching Activity
This activity is built around a new flavor campaign for the well-known snack brand Pringles. This campaign is a mix of a sales promotion and a product line extension.
Pringles Chips WTF (Sales Promotion Campaign) Review the Teaching Activity
In this task, students download and use the customer journey map (CJM) Excel template to develop CJM’s for different personas.
Creating Customer Journey Maps (Student Tool and Tasks) Review the Teaching Activity
These three escape rooms consists of 10 different challenges, built around a theme of a job interview or being a marketing expert. Each challenge is in sequence and needs to be solved first before the next challenge is released – students cannot skip ahead until they solve the puzzle first.
Digital Escape Rooms for Teaching Marketing Review the Teaching Activity