Reviewing Perceptual Maps
In this activity, students are presented with consumer perception data, along with an easy-to-use Excel perceptual mapping tool, to determine the relative positioning of competing brands
Segmentation and Positioning
Constructing Perceptual Maps
This exercise is designed to give students a good sense of how to use perceptual maps effectively from a marketing perspective. Students will need access to Excel and the free mapping template.
How Would You Segment These Consumers?
In this introduction to segmentation (and viable segments) students review information for 12 consumers and split them into segments. It sounds simple, but is it?
EXCLUSIVE ACTIVITY FOR MEMBERS
Target Market Assessment
In this activity, students compare the assessment factors for three market segments. They need to rate each factor and then choose the best segment overall to be their chosen target market.
EXCLUSIVE ACTIVITY FOR MEMBERS
The Value of Brand Persona Names
Students are provided with a name of a brand persona and assess what information about the segment is provided by the name itself. A helpful exercise for understanding segments and personas.
EXCLUSIVE MEMBER ACTIVITY
How to Position a New Product
A firm have introduced a new snack product and students need to identify the best brand name and product positioning (from lists provided).
Identifying Segment Needs
In this activity, there are five different market segments have been identified for the sports shoe market. Students need to assess the most attractive segment and then construct a top-level marketing mix.
Market Segmentation Multiple Choice Questions
12 multiple choice questions covering the topics of market segmentation, targeting, and positioning.
EXCLUSIVE ACTIVITY FOR MEMBERS
Repositioning the Cruise Ship Industry
In this activity, students examine the opportunities and challenges of repositioning by reviewing the rise, fall, and then rise again of the cruising industry.
EXCLUSIVE ACTIVITY FOR MEMBERS
Using an Event as a Promotional Tool (Video)
In this mini case study, students review how Nike used a running event, rather than more traditional promotional tools, to reposition their brand in a key market segment.
EXCLUSIVE ACTIVITY FOR MEMBERS