In this exercise, you simply need to work out the firm’s unit market share. You have provided with lots of numbers to help you. As we know, your (unit) market share is derived by the formula of: our sales/total market sales. It should be a simple exercise, shouldn’t it?
ACTIVITY/TASK… Continue reading...
In this review exercise, you need to demonstrate your understanding of the different consumer segmentation bases. Listed below is a number of firms and how they approach segmentation. You need to identify what type of segmentation base that the firm is using (see list of segmentation bases at the bottom).… Continue reading...
In this exercise, you need to review the proposed new radio station format, which is designed to appeal to a mass market. You need to consider whether a broad marketing approach is suitable or whether the radio station would benefit from a more precise target market?
ACTIVITY/TASK
As we know, … Continue reading...
In this activity, you need to outline your perception of the differences between an ‘upper social class’ and a ‘lower social class’ consumer. You need to complete the following table and determine the similarities and differences between these two groups of consumers, taking into account demographics, possessions, and lifestyle.
Effectively reaching innovators/early adopters will greatly assist with a faster adoption of a new product. But who are these innovators? For this exercise, your task is to describe these two innovators (using the various attributes in the table below). With this base information, we can then consider how we can … Continue reading...
Preferred format: This teaching activity can be discussed in pairs, or in small groups of students.
Student audience: This exercise is more suitable for students of introductory marketing students studying consumer behavior or marketing strategy.
Exercise time: The exercise time should be around 10 … Continue reading...
Is there a relationship between a consumer’s personality/self-concept and the products that they purchase? Listed below are the contents from three shopping baskets at a local supermarket. Your task is this activity is to see if you can describe each of the three consumers simply based upon their grocery purchases. … Continue reading...
Below is a case study of a hypothetical toy manufacturer (Fun 4 U) that is faced with two distinct marketing strategy choices. Your task here is to determine, based on the information available, the best approach for the firm. Remember to think about the firm’s existing strengths (as you assess … Continue reading...
