From Market Segmentation to Marketing Mix (Fitness Centers)

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is probably more suitable to small groups.
Student audience: This discussion exercise is more suitable for students in an introduction to marketing course
Exercise time: This discussion activity will probably run 15 to 20 minutes.
Activity variations: This exercise could also be extended beyond fitness centers to consider sporting … See the full activity...

How to Segment a Market

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity would work best in small groups and reporting back to the overall class.
Student audience: Could be run with any level of marketing student, perhaps more suitable for advanced students.
Exercise time: Given the students need to profile two different segments, group discussion time would need to be around … See the full activity...

Coke Repositions their Energy Drink

In this video-based mini-case, you will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”. But was this the right choice: should they have moved to introduce a new brand instead?

 

ACTIVITY/TASK

Coca-Cola launched their new Mother Energy brand into the Australian market in 2006. The firm was struggling to compete in the … See the full activity...

Choosing a Promotional Message

This activity is based on a local regional bank that was become a little old-fashioned and behind the times. Their plan is to adopt a more modern image, whilst maintaining their strengths of being local and caring about their customers.

 One of the first initiatives that they are undertaking is the development and launch of a new credit cardSee the full activity...

Pricing and Positioning

As part of the marketing mix, pricing is an aspect that can help communicate and reinforce the firm’s positioning. For many consumers, price also acts as a guide to quality. In this activity, there is a key pricing decision to be made in the two situations presented. Keeping in mind the firm’s/brand’s positioning, outline whether these decisions are logical.

 

ACTIVITY/TASKSee the full activity...

New Target Market = New Marketing Mix?

Over time most firms will have goals to grow and expand. One growth option is to target a new market segment (known as market development). For this activity, you need to determine whether the law firm in the case will need to modify its marketing mix as they pursue another target market.

 

ACTIVITY/TASK

A growing law firm originally segmented their … See the full activity...

Meeting Target Market Needs

Below is a possible market segmentation for the holiday market. Remembering that a key goal of segmentation is to classify consumers into groups of similar needs – your task in this activity is to outline what kind of holiday (that is, accommodation, activities, and destinations) would best suit each of these market segments.

 

ACTIVITY/TASK

Segment Name Brief Profile
‘Relaxers’
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Choosing a Target Market

In this exercise, you are presented with a number of market segments for the MP3 market. For each segment you are given top-level information regarding their core need, size growth, and profit margin. Your task here is to identify which one is the most attractive market segments to select as a target market.

 

ACTIVITY/TASK

SEGMENT NAME

NEED

SIZE

GROWTH

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Segment Nicknames

Your task in this activity is to see how much we can determine about the typical target market consumer by the ‘segment nickname’ it has been given.

As you know, a segment nickname is the descriptive name that many firms will use when labeling their target markets. Let’s see how effective that approach is for helping to quickly understand the See the full activity...

Socio-Cultural Change

Listed below are some examples of how the culture has altered in a number of countries over the past 10 to 20 years or so. For this exercise, your task is to consider the impact of these lifestyle changes, from the point of view of an organization that markets holiday packages and tours

 

ACTIVITY/TASK

List of some key socio-cultural … See the full activity...

Social Class Behaviour

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.

 

ACTIVITY/TASK

For an ‘upper social class’ consumer

Compare using the

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Perceptions of Occupation Status

A key aspect of social class is the relative/perceived status of consumers in a society. Therefore, for this exercise, you need to determine the social status of various occupations. You should rank the following list of occupations from highest to lowest status (using your perception of how general society see these these roles).

 

ACTIVITY/TASK

  1. Shop assistants
  1. Accountants
  1. Taxi drivers
  1. Doctors
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Who is an Innovator?

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 leverage their networks through our marketing activities.

 

ACTIVITY/TASK

Consumer OneSee the full activity...

Reference Group Influence

In this activity, you will assess the extent of group influence across various purchase decisions. Listed below is a series of situations that you may be exposed to. Your task is to determine, given the particular situations, what you are most likely to do.

 

ACTIVITY/TASK

What would be your response (if any) to the following situations/comments?

  1. Several of your
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The Family Life Cycle (FLC)

Teaching Notes for this Marketing Activity

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 minutes, plus any additional time for an overall class discussion.… See the full activity...

Self-concept and purchases

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.

 

ACTIVITY/TASK

Consumer A

  • One kilo of budget ground beef
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Which Learning Theory?

There are number of different learning theories. In the following short case study, the firm is considering four promotional approaches. Each of their promotional approaches relies on a different learning theory. Can you identify what they are and how to use them?

 

ACTIVITY/TASK

Billy had just started his business – Billy’s Cookies – a range of cookies targeted at … See the full activity...

Perception – Which Ad is Best?

Your task in this exercise is to select the best radio commercial from the three presented below.  You will need to consider the model of perception (which is how consumers’ process information). As a quick recap, this model suggests that consumers often learn about products/brands in a passive/disinterested manner (requiring the ad to get attention). And consumer’s short-term memory See the full activity...

Using Motivation Theories

There are various theories of motivation listed in textbooks. For this activity, you need to identify different ways of motivating consumers to buy a mobile phone and to visit a particular restaurant. To help you with this activity, an example has already been provided for you.

ACTIVITY/TASK

Motivation Level

For a car

For a restaurant

For a mobile phone?

Everyday

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Understanding In-store Influences

A reasonable proportion of purchase decisions are made in-store. Therefore, many retailers design their premises in a deliberate attempt to influence consumer’s in-store behavior. Your task in this activity is to review the examples below in order to identify what the firm is trying to achieve by their particular design of their servicescape.

 

ACTIVITY/TASK

  • A number of steakhouse  restaurants
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