How to Develop a Segment Profile
An in-class exercise for marketing students to develop a better understanding of a market segment through constructing a segment profile.
How to Develop a Segment Profile Review the Teaching Activity
Free Activities
How to Segment a Market
The task is to construct your a segmentation approach, using a list of 15 possible market segments that could exist in virtually any market.
How to Segment a Market Review the Teaching Activity
Segmenting the Fast Food Market
In this in-class teaching exercise for marketing, students are introduced to the concept of aligning the firm’s marketing mix to the needs of a target market, using the fast-food industry as the example.
Segmenting the Fast Food Market Review the Teaching Activity
New Coke Case Study (Part 1)
A role play version for a New Coke case study, where students assume the role of key participants in the decision. An interesting challenge for marketing students.
New Coke Case Study (Part 1) Review the Teaching Activity
New Coke Case Study (Part 2)
This is Part 2 of the New Coke case study where students role-play characters or participants in the decision to develop and launch New Coke.
New Coke Case Study (Part 2) Review the Teaching Activity
New Coke Case Study Videos
These are a collection of YouTube videos that support the two New Coke case studies on this site.
New Coke Case Study Videos Review the Teaching Activity
Sexual Advertising Appeal: Fit with Brand?
This viral sales promotion met its various marketing objectives, but questions can be raised about the brand’s integrity and fit with positioning because of the use of a sexual appeal in the campaign.
Sexual Advertising Appeal: Fit with Brand? Review the Teaching Activity
Ethical Advertising? Tommy Hilfiger Brand Launch
This activity highlights the initial advertising campaign to launch the Tommy Hilfiger brand. But the campaign was not based on strategy, but based upon a strong creative idea.
Ethical Advertising? Tommy Hilfiger Brand Launch Review the Teaching Activity
McDonald’s Sponsorships
Is it ethical that McDonald’s uses sponsorships in order to create positive view of the company by doing good things in the community and for local groups?
McDonald’s Sponsorships Review the Teaching Activity
Marketing and Ethics
Marketers are also accused in the media from time to time of creating the material society and of “forcing” people to buy products that they really don’t want or need – is this the case?
Marketing and Ethics Review the Teaching Activity