Monitoring Consumer Attitudes
In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model.
Tools
Fun Approach to Cluster Analysis
Making cluster analysis fun and easy to understand? Sure, why not? This is a good task to get students working with simple data and seeing how market segments can be formed. But note that students will need access to Excel to undertake this activity.
Reading Trends in the BCG Matrix
Students are presented with various BCG matrixes where the portfolios are tracked over time and they need to identify why the portfolios follow these patterns and what are the strategic implications.
Analyzing the BCG matrix
In this activity, students are presented with several BCG matrix examples and are required to identify the positives and the concerns with the structure of the portfolio.
Creating and Interpreting a Perceptual Map
A exercise for marketing students where they create and interpret a perceptual map. Contains a download for a free online template for perceptual mapping.
Reviewing a Multi-Attribute Model
In this exercise, students review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).
Using the BCG Matrix
In this mini-case study, students are required to allocate $250m in funds across a firm’s four strategic business units, using the BCG matrix as their primarily guide.
Using the Product/Market Growth Matrix
The student task in this activity is to classify the examples provided into one of the four categories on the product/market growth matrix (also sometimes referred to as Ansoff’s model).
