Which Segmentation Base?
Students need to identify what type of segmentation base that the firm is using from the list of segmentation bases provided.
Segmentation and Positioning
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?
Shopping Styles
The student task in this activity is to match the various shopping motivations to the three types of buyers listed below.
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.
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.
The Family Life Cycle (FLC)
The student task in this activity is to ‘update’ the traditional family life cycle, taking into account the modern trends in family structures.
Self-Concept and Purchases
The task is this activity is to see if your students can describe the three consumers’ personality and lifestyle simply based upon their grocery purchases.
Making a Marketing Strategy Choice
This is a mini case study of a hypothetical toy manufacturer (Fun 4 U) that is faced with two distinct marketing strategy choices. The student task is to determine, based on the information available, the best approach for the firm.