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
Segmentation and Positioning
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
Which Segmentation Base?
Students need to identify what type of segmentation base that the firm is using from the list of segmentation bases provided.
Which Segmentation Base? 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
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
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
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
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.
The Family Life Cycle (FLC) Review the Teaching Activity
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.
Self-Concept and Purchases Review the Teaching Activity
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.
Making a Marketing Strategy Choice Review the Teaching Activity