Meeting Target Market Needs

Below is a possible market segmentation for the holiday market. Remembering that a key goal of segmentation is to classify consumers into groups of similar needs – your task in this activity is to outline what kind of holiday (that is, accommodation, activities, and destinations) would best suit each of Continue reading...

Choosing a Target Market

Listed below is a table that provides top-level information for eight different market segments. Based upon the information provided, which target market would you select as the best one to pursue? Why?

 

ACTIVITY/TASK

 

Segment

Size $m

Growth %pa

Competitiveness

Access to Retailers

A

100

5

Medium

Easy

B

100

20

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Making a Joint Business Decision

An insurance firm is looking to upgrade its operating software system. They are faced with three alternatives, which are listed below. In this ‘role-play’ activity, you will play the role of either:

  •  IT manager (you would like a ‘manageable’ change)
  • Finance manager (you want a great finance reporting fit)
  • Marketing
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Socio-Cultural Change

Listed below are some examples of how the culture has altered in a number of countries over the past 10 to 20 years or so. For this exercise, your task is to consider the impact of these lifestyle changes, from the point of view of an organization that markets holiday Continue reading...

Social Class Behaviour

In this activity, you need to outline your perception of the differences between an ‘upper social class’ and a ‘lower social class’ consumer. You need to complete the following table and determine the similarities and differences between these two groups of consumers, taking into account demographics, possessions, and lifestyle.

 … Continue reading...

Who is an Innovator?

Effectively reaching innovators/early adopters will greatly assist with a faster adoption of a new product. But who are these innovators? For this exercise, your task is to describe these two innovators (using the various attributes in the table below). With this base information, we can then consider how we can Continue reading...

The Family Life Cycle (FLC)

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity can be discussed in pairs, or in small groups of students.
Student audience: This exercise is more suitable for students of introductory marketing students studying consumer behavior or marketing strategy.
Exercise time: The exercise time should be around 10 … Continue reading...

Household Decision Making Roles


Consumers often play different roles within a family (or household) decision making unit. Your task in this activity is to identify who might be involved in the decisions below and what role that they may play in that decision.

To get you started, an example has been provided for you.Continue reading...

Self-concept and purchases

Is there a relationship between a consumer’s personality/self-concept and the products that they purchase? Listed below are the contents from three shopping baskets at a local supermarket. Your task is this activity is to see if you can describe each of the three consumers simply based upon their grocery purchases. Continue reading...

Which Learning Theory?

There are number of different learning theories. In the following short case study, the firm is considering four promotional approaches. Each of their promotional approaches relies on a different learning theory. Can you identify what they are and how to use them?

 

ACTIVITY/TASK

Billy had just started his business … Continue reading...

Perception – Which Ad is Best?

Your task in this exercise is to select the best radio commercial from the three presented below.  You will need to consider the model of perception (which is how consumers’ process information). As a quick recap, this model suggests that consumers often learn about products/brands in a passive/disinterested manner (requiring Continue reading...

Managing Post-purchase Behavior

The final phase of the decision process is post-purchase behavior. And if the product’s performance does not match prior expectations consumers will be dissatisfied. This activity highlights how four different consumers usually deal with dissatisfaction.

Review each consumer’s comments. Which of these customer/s would a firm prefer to deal with? Continue reading...

Understanding In-store Influences

A reasonable proportion of purchase decisions are made in-store. Therefore, many retailers design their premises in a deliberate attempt to influence consumer’s in-store behavior. Your task in this activity is to review the examples below in order to identify what the firm is trying to achieve by their particular design Continue reading...