Segment Nicknames and Brand Personas
The task in this activity is to see how much can be determined about the target market consumer by the ‘segment nickname’ it has been given.
Segment Nicknames and Brand Personas Review the Teaching Activity
Member Activities
What’s Our Market Share?
In this exercise, students simply need to work out the firm’s unit market share. They have provided with the numbers to help them. It should be a simple exercise, shouldn’t it? Well, perhaps not?
What’s Our Market Share? Review the Teaching Activity
Why Use Target Markets
Students need to consider whether a broad marketing approach is suitable or whether this radio station concept would benefit from a more precise target market?
Why Use Target Markets Review the Teaching Activity
Do Businesses Make Joint Decisions?
In this case study, this B2B firm is considering their strategic growth options. However, they are faced with two competing paths.
Do Businesses Make Joint Decisions? Review the Teaching Activity
Making a Joint Business Decision
This group task is to reach a decision through consensus (by role-playing members of a firm’s executive management team). To complicate the decision, the three alternatives ‘benefit’ different functional departments.
Making a Joint Business Decision Review the Teaching Activity
Shopping Styles
The student task in this activity is to match the various shopping motivations to the three types of buyers listed below.
Shopping Styles Review the Teaching Activity
Adapting to Socio-Cultural Trends
For this exercise, students consider the impact of culture and lifestyle changes, from the point of view of an organization that markets holiday packages and tours.
Adapting to Socio-Cultural Trends Review the Teaching Activity
Social Class Behavior
In this activity, students need to outline their perception of the differences between an ‘upper social class’ and a ‘lower social class’ consumer, in terms of market behavior.
Social Class Behavior Review the Teaching Activity
Perceptions of Occupation Status
For this exercise, students need to determine the social status of various occupations, ranking a list of occupations from highest to lowest status
Perceptions of Occupation Status Review the Teaching Activity
Who is an Innovator?
For this exercise, the task is to describe two innovators, using the various attributes in the table provided, and then consider how we can leverage their networks through our marketing activities.
Who is an Innovator? Review the Teaching Activity