Even More Teaching Activities
Quick Customer Lifetime Value Calculations
This activity get students to complete customer lifetime value calculations, for them to understand the role of this formula. Initial examples are provided, so students can complete this task independently, if required.
Understanding Test Marketing
In this video-based activity, students will review a five-minute video highlighting different approaches to market testing, and then address various questions on the video and the new product process.
Choosing a Target Market (Smart Phones)
The task is to identify the most attractive segment to select as a target market, based on customer needs, segment size, growth and profit margin.
Using Decision Rules in Consumer Behavior
Students need to determine which is the best brand choice for consumers using different decision rules, namely compensatory, conjunctive, disjunctive, lexicographic and elimination-by-aspects rules.