Students evaluate the effectiveness of tag-lines by being presented with a series of slogans for different types of businesses and choosing which ones would influence them the most. Therefore, this teaching activity is like a fun experiment that you can run in class.
Are You Influenced by Tag-Lines? Review the Teaching Activity
Students consider the value and impact of online reviews (a form of physical evidence) for a hotel with a very unusual market positioning. As independent reviews grow in importance to consumers, budding marketers need to understand their potential impact.
Online Customers Reviews: Implications for the Brand and Consumers Review the Teaching Activity
Servicescape refers to the physical environment in which a service is delivered and includes elements such as the ambiance, layout, and overall atmosphere of the service facility. Students review 10 visual examples of servicescape to identify how they impact consumer behavior.
What is the Role of Servicescape? Review the Teaching Activity
In this exercise, students are presented with 10 trade-offs between two firms – with their only difference being physical evidence. It is designed for students to understand that physical evidence has a significant impact on consumer perceptions and their choice of a suitable offering. A fun exercise for marketing students of all levels.
Does Physical Evidence Matter? Review the Teaching Activity
In this activity, students review seven market segments for a company looking to launch a dinner cruise in a town that has a sizable local population and a steady stream of tourists. Their task is to identify the best market segment to become the target market, based upon their characteristics, profitability, and long-term viability.
Pick the Best Target Market Review the Teaching Activity
This activity delves deeper into customer journey mapping and considers how to overcome the consumer’s pain points. Students look for ideas and then consider how valuable it is to reduce pain points and indeed, can we compete on that basis?
Overcoming Consumer Pain Points Review the Teaching Activity
Students advise a company that has created too many segments how to best combine them (using counter segmentation). A good exercise for students to understand the purpose of segmentation and to consider the trade-off between segment size and viability.
Counter Segmentation Review the Teaching Activity
In this task, students review a short transcript from a focus group discussion about the benefits of joining a fitness center. They will identify insights, motivations, as well as examining research biases.
Analyzing Focus Groups Review the Teaching Activity
In this discussion exercise, marketing research students are presented with several examples of research bias in focus groups. Their task is to identify how the impact of these biases can be minimized.
Research Bias in Focus Groups Review the Teaching Activity
This activity builds upon the existing Bud Light case study but focuses on the psychographic segmentation approach used by Bud Light. The exercise is designed for students to have a better understanding of what psychographic segmentation and how it can be used.
Bud Light and Psychographic Segmentation Review the Teaching Activity