How to Develop a Segment Profile
An in-class exercise for marketing students to develop a better understanding of a market segment through constructing a segment profile.
segment profiles
How to Segment a Market
The task is to construct your a segmentation approach, using a list of 15 possible market segments that could exist in virtually any market.
Positioning Our New Product
In this exercise, students are presented with alternative positioning slogans for a smart phone firm – which one would they choose and why?
Positioning Kid’s Home-delivered Food
For this activity, students need to select the most appropriate positioning for a firm that currently home delivers pre-prepared food 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 at children.
Is this Target Market Viable?
The student task is to evaluate whether the proposed target market for a new luxury service is the best approach.
Meeting Target Market Needs
The task is to outline a marketing mix for a holiday that would best suit different market segments.
Segment Nicknames and Brand Personas
The task in this activity is to see how much can be determined about the target market consumer by the ‘segment nickname’ it has been given.
Shopping Styles
The student task in this activity is to match the various shopping motivations to the three types of buyers listed below.
Social Class Behavior
In this activity, students need to outline their perception of the differences between an ‘upper social class’ and a ‘lower social class’ consumer, in terms of market behavior.
Perceptions of Occupation Status
For this exercise, students need to determine the social status of various occupations, ranking a list of occupations from highest to lowest status
