Students need to determine which is the best brand choice for consumers using different decision rules, namely compensatory, conjunctive, disjunctive, lexicographic and elimination-by-aspects rules.
Using Decision Rules in Consumer Behavior Review the Teaching Activity
Students are presented with a scoring model to see how compensatory decision-making is undertaken and to choose the best brand.. And they also need to identify how brands can use this information in their marketing mix.
Compensatory Decision Rules Review the Teaching Activity
In this activity, students review a focus group discussion with recent buyers and work out which non-compensatory decision rule each consumer used. A helpful task for understanding the differences in decision rules in the evaluation stage of the buyer decision process.
Non-Compensatory Decision Rules Review the Teaching Activity
In this mini case study, student review why a successful Australian fast food chain had multiple failures with their international market expansion.
EXCLUSIVE ACTIVITY FOR MEMBERS
International Market Entry (Case Study) Review the Teaching Activity
In this mini case study, students review how Nike used a running event, rather than more traditional promotional tools, to reposition their brand in a key market segment.
EXCLUSIVE ACTIVITY FOR MEMBERS
Using an Event as a Promotional Tool (Video) Review the Teaching Activity
In this new product case study, the owners of V Energy drinks decide to take on Coke and Pepsi in the sports drink product category, using a clever approach to positioning and differentiation.
EXCLUSIVE ACTIVITY FOR MEMBERS
Competing Against Dominant Brands (Case Study) Review the Teaching Activity
In this task students review and analyze a magazine ad for Rolex watches that uses aspirational appeal to motivate target consumers to finally purchase a Rolex.
EXCLUSIVE ACTIVITY FOR MEMBERS
Aspirational Reference Group Appeal Review the Teaching Activity
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.
EXCLUSIVE ACTIVITY FOR MEMBERS
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.
EXCLUSIVE ACTIVITY FOR MEMBERS
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