Constructing Perceptual Maps

Introduction

As we know, perceptual maps are a great way to visualize consumer’s perception of brand positions and how they evolve over time.

It is quite common for students to include one perceptual map in suitable assignments, but there are a number of misconceptions on how to best use perceptual maps.

The Student Task

This exercise is designed to give … See the full activity...

Reviewing Perceptual Maps

Introduction to this Activity

This activity is a variation of the Burgers Galore Brand Management exercise. In that activity, students need to consider how well a brand is being managed by reviewing sales, profit, and image data (presented in a perceptual map format).

But this data is fully provided for them – they just need to analyze the data as … See the full activity...

Challenging Marketing Sim Game

The ‘expert-level’ marketing and positioning Sim Game is now available. This Sim Game is suitable for more advanced students and would need to be played over several weeks or even a full semester.

There have been substantial improvements made to the game, such as an interactive menu, as shown below.

New SWOT Planning Worksheet

The centerpiece of the student’s decision-making … See the full activity...

Discussion ideas for the marketing simulation game


Note: Also refer to the base information on the Marketing and Positioning Simulation Game for lecturers, as well as the “how to play guide”.

Teaching and discussion ideas

While the simulation game is quick to learn and relatively simple for students to understand, it does provide an insight to numerous marketing concepts and topics – making it an … See the full activity...

Marketing Simulation Game: How to Play Guide

How to Play the Marketing and Positioning Simulation Game

Welcome to the instructions on the Marketing and Positioning Simulation Game. This simulation game is designed for students of marketing, strategy, and business. Please note that the game is available for free download on this page… free marketing simulation game download page. Please note that this linked page also includes … See the full activity...

Free Marketing Simulation Game (Updated 2020)

You can download the free sim game here…

positioning-game-updated-2020

Game Updated 2020

Key changes for 2020:

  • Loyalty bonus has been reduced from 20% to 10%. This loyalty bonus is awarded to products that are not repositioned during the round. The intention of this bonus is to provide a trade-off between moving to a more attractive position and holding position and
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McDonald’s Food Throughout the World

Teaching Notes

This activity is designed to introduce students to the for/against of adapting a global firm’s product mix to meet local needs in host countries. Students first review a short video and then address specific questions on international marketing.

Student task

Student Discussion Questions

  1. McDonald’s is a strong global brand, does their variety of food throughout the world help
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iPhone Perceptual Map

Teaching Notes for this Activity

The original perceptual map for the iPhone, as presented by Steve Jobs at the 2007 iPhone launch is presented below for student discussion.

Please note that the free Excel template to construct perceptual maps is available for students to download at All About Perceptual Maps.

Student Task

Please review the following perceptual map and the … See the full activity...

Fun approach to cluster analysis

Teaching notes for this activity

This activity is based around a free Excel template for quickly and easily running cluster analysis that is available at Cluster Analysis for Marketing (a related website).

One of the challenges of cluster analysis that it appears quite complex and, usually, it needs to be run using special statistical software (such as SPSS).

However, using … See the full activity...

Using scatter charts to form market segments

Teaching notes for this activity

This activity introduces marketing students to the concept of forming market segments using consumer data. It is a very helpful technique for reinforcing that segments need to be similar in needs (homogeneous), yet distinctive from other market segments.

Because the activity is essentially visual in nature, it appeals to a broad range of students – … See the full activity...

Communicating to Gen Y

Teaching notes for this activity

This discussion exercise would work best in small groups, getting students around 15 – 20 minutes to work through the questions and the issues.

Student task

The following is a summary/excerpt from a study on Millennials – otherwise known as Gen Y – and their view of marketing communication from banks. Review the following article … See the full activity...

Creating and Interpreting a Perceptual Map

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for individual students to create the perceptual maps and then for small groups to discuss the interpretation.

Student audience: Could be run with any level of marketing student, perhaps more suitable for students of introductory marketing as well as students of marketing strategy.

Exercise time: Given the … See the full activity...

From Market Segmentation to Marketing Mix (Fitness Centers)

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is probably more suitable to small groups.
Student audience: This discussion exercise is more suitable for students in an introduction to marketing course
Exercise time: This discussion activity will probably run 15 to 20 minutes.
Activity variations: This exercise could also be extended beyond fitness centers to consider sporting … See the full activity...

Developing a Segment Profile

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity would work best in small groups and reporting back to the overall class.
Student audience: Could be run with any level of marketing student, perhaps more suitable for advanced students.
Exercise time: Given the students need to profile two different segments, group discussion time would need to be around … See the full activity...

How to Segment a Market

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity would work best in small groups and reporting back to the overall class.
Student audience: Could be run with any level of marketing student, perhaps more suitable for advanced students.
Exercise time: Given the students need to profile two different segments, group discussion time would need to be around … See the full activity...

From Market Segmentation to Marketing Mix (Drinks)

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is flexible and can be run individually or in small groups with optional reporting back to the overall class.
Student audience: This discussion exercise is more suitable for students in an introduction to marketing course
Exercise time: This discussion activity will probably run 15 to 20 minutes
Activity variationsSee the full activity...

Segmenting the Fast Food Market

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is flexible and can be run individually or in small groups with optional reporting back to the overall class.

Student audience: This discussion exercise is more suitable for students in an introduction to marketing course

Exercise time: This discussion activity will probably run 15 to 20 minutes

Activity variations:See the full activity...

New Coke Case Study

General Instructions for running the New Coke Case Study in class

Much has been written about the New Coke new product development and launch in 1985 and there have been numerous case studies published in various textbooks, along with numerous books. But what is different about this case study for New Coke is that students will role play a particular … See the full activity...

New Coke Case Study (Part 2)

General Instructions for running Part 2 of the New Coke Case Study in class

This is Part 2 of the New Coke Case Study. It is highly recommended that student groups undertake the New Coke Case Study (Part 1), which sets the marketing environment context for Coke’s decision back in 1985.

While the first part of the New Coke case … See the full activity...

Image Survey Results

This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. Your task here is to review the brand’s performance and see what the survey results have revealed.

 

ACTIVITY/TASK

Results in %’s Brand A Brand B Brand C Brand D
Lots of locations 5 15 50 30
Good menu range
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