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 … Continue reading...
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 … Continue reading...
In this exercise you are presented with 50 alternative positioning slogans that a firm promoting an MP3 player could use. This market is obviously very competitive market and a clear positioning would assist a firm in successfully competing. In the below table there are 10 segments and you’re able to … Continue reading...
For this activity, you need to select the most appropriate positioning for a firm that currently home delivers pre-prepared food, on a weekly basis, to people who are trying to lose weight. They have now decided to pursue an opportunity in providing a somewhat similar product, but this time, targeted … Continue reading...
Outlined below is a new idea for a service. The proposed target market for this luxury service is affluent, upper social class consumers. Your task here is to evaluate whether this target market and the proposed offering is financially and technically viable.
ACTIVITY/TASK
Introducing the new ‘King and Queen for … Continue reading...
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 … Continue reading...
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 … Continue reading...
Your task in this activity is to match the various shopping motivations to the three types of buyers listed below.
Consumers tend to adopt a similar shopping style across various markets/products. For example, some consumers tend to be shoppers/switchers, whereas other consumers are quite loyal (or habitual buyers) – so … Continue reading...
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.
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 … Continue reading...
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 … Continue reading...
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 … Continue reading...
Consumers often play different roles within a family (or household) decision making unit. Your task in this activity is to identify who might be involved in the decisions below and what role that they may play in that decision.
To get you started, an example has been provided for you.… Continue reading...
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. … Continue reading...
