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.
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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.
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Tapping into Consumer Motivations Review the Teaching Activity
This activity introduces students to the concept of marketing models and how to set goals and targets to achieve top-level goals like sales revenue and profit.
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What Should Be Our Marketing Target? Review the Teaching Activity
Students work through eight common marketing campaigns and actions to identify what were the likely financial and marketing objectives. A helpful task for students’ understanding of the multiple goals of most marketing actions.
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What Marketing or Financial Objective? 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.
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KFC’s App Gamifies Snack time Review the Teaching Activity
Another set of 30 harder multiple choice questions covering the marketing mix elements.
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Marketing Mix Multiple Choice Questions = Set B Review the Teaching Activity
A set of 30 harder multiple choice questions covering the marketing mix elements.
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Marketing Mix Multiple Choice Questions = Set A Review the Teaching Activity
12 multiple choice questions covering the topics of market segmentation, targeting, and positioning.
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Market Segmentation Multiple Choice Questions 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.
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The Value of Brand Persona Names Review the Teaching Activity
In this activity, students explore what makes up a strong brand and how a brand is developed – getting beyond simple brand awareness.
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Components of Brand Value Review the Teaching Activity