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).
perception
Perception: Which Ad is Best?
The task in this exercise is to select the best radio commercial from the three presented, considering the model of perception (how consumers process information).
Creating a Perceptual Map
A great introductory exercise to understand perceptual maps. This task is to construct perceptual maps, based on the understanding of university subjects.
How Positioning Slogans Communicate
For this exercise, students are required to determine the positioning goals associated with various positioning tag lines.
Improving Poor Positioning Slogans
Tag lines gone wrong. Students need to review poorly written slogans and see if they can rewrite them more appropriately, while still maintaining their central message.
Time for a New Positioning Slogan?
This fitness center is starting to think that their positioning tag-line is primarily responsible for their loss of new customers/members – what do your students think?
Perceptions of CRM
In this exercise, students will evaluate the potential benefits and limitations of customer relationship management (CRM).
Value Pricing – A Tough Decision
This activity requires students to determine a price solely based on what value the product generates for the customer. As there are only insignificant variable costs involved, what price is right?
EXCLUSIVE MEMBER ACTIVITY
How Important is Price?
In this exercise, students are presented with eight product alternatives, as they would find in a supermarket environment. As they will see, price is simply one aspect of the consumer’s perception of value.
Pricing and Positioning
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, students consider whether these decisions are logical.
EXCLUSIVE MEMBER ACTIVITY