Creating and Interpreting a Perceptual Map

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for individual students to create the perceptual maps and then for small groups to discuss the interpretation.

Student audience: Could be run with any level of marketing student, perhaps more suitable for students of introductory marketing as … Continue reading...

Image Survey Results

This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. Your task here is to review the brand’s performance and see what the survey results have revealed.

 

ACTIVITY/TASK

Results in %’s Brand A Brand B Brand C Brand D
Continue reading...

Promotional Strategy


This activity is based on a chain of fitness centers. They want to increase their ongoing level of promotional activity, but are unsure how best to promote themselves in the marketplace. Therefore, this activity requires you to determine the most appropriate promotional strategy (given the information in the following case Continue reading...

Perception of a Salesperson

Consumer’s perceptions of salespeople vary significantly, usually depending upon typical stereotypes and people’s personal experiences. In this activity, you simply need to select the five attributes (from the list below) that you most associate with a salesperson.

 

ACTIVITY/TASK

Possible Attributes of a salesperson

Good communicator

Honest

Good listener

Aggressive

Concerned

Continue reading...

Selecting Sponsorship Partners

Medium to large firms tend to have many sponsorship opportunities presented to them. Keeping in mind that a sponsorship should be viewed a promotional tool (rather than simply a donation), please rank (in terms of value to the firm) the following sponsorship opportunities for a large supermarket chain.

 

ACTIVITY/TASK

Opportunity Continue reading...

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 Continue reading...

Selecting the Message Source

There are a number of other options for the ‘source’ of the firm’s promotional messages. Your task in this activity is to identify which source would probably be the most appropriate for each particular promotional challenge.

 

ACTIVITY/TASK

Some Possible Different Message Sources

  1. The firm’s CEO (e.g. Richard Branson)
  2. A celebrity
Continue reading...

Which Celebrity to Use?

Sometimes it can be effective for a firm to utilize a celebrity to help promote their product/brand. Your task is to identify whether any of the following firms could possibly benefit from using an ‘available’ celebrity. If so, which available celebrity would be most appropriate?  (Note: A limited list of Continue reading...

Selecting the Message Appeal

‘How’ to communicate the desired message is an important aspect in the overall effectiveness of a promotion. The message appeal also plays a part in communicating the overall positioning for the brand/product. In this activity, you need to select the most appropriate type of ‘appeal’ (refer list below) for each Continue reading...

Decoding Promotional Messages

Decoding refers to how consumers will understand the marketing communication. In this activity, you need to determine what is the main message for the following promotional messages. Keep in mind that most ads do not include a lot of copy (text), so they often have to draw conclusions or will Continue reading...

Impact on Positioning

This activity outlines two situations in regards to the potential impact on the firm’s positioning due to their distribution channel selection. Your task in this activity is to answer the assessment questions at the end regarding each situation.

 

ACTIVITY/TASK

Increasing Sales of Jeans

The manufacturer of a well-known brand of … Continue reading...

How Important is Price?

In this exercise, you are presented with eight product alternatives, as you would find in a supermarket environment. As you will see, price is simply one aspect of the consumer’s perception of value. So review the following list of pasta sauces, which one would you buy?

 

ACTIVITY/TASK

Brand

Positioning/Marketing

Price

Continue reading...

Time for a New Positioning Slogan?

This fitness center needs your advice. They are starting to think that their positioning slogan is primarily responsible for their loss of new customers/members. Do you think it’s time for a new slogan?

 

ACTIVITY/TASK

New Millennium Fitness Centers have the positioning slogan – “we’ll get you fit”. However, … Continue reading...

How Positioning Slogans Communicate

For this exercise, you are required to determine the positioning goals associated with various positioning slogans. In the table below you will see a number ‘well-known’ positioning slogans. For each one, outline what you believe the slogan means and what it is trying to communicate.

 

ACTIVITY/TASK

  • Because I’m worth
Continue reading...