Developing a Strategy and a Marketing Mix
In this activity, students develop an appropriate retail design and connected marketing mix for a potential new restaurant. Multiple thought-starters are provided for students.
target market
Household Decision Making Roles
Consumers often play different roles within a family (or household) decision making unit. The task in this activity is to identify who might be involved in the decisions and what role that they may play in that decision.
The Family Life Cycle (FLC)
The student task in this activity is to ‘update’ the traditional family life cycle, taking into account the modern trends in family structures.
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.
Why Use Target Markets
Students need to consider whether a broad marketing approach is suitable or whether this radio station concept would benefit from a more precise target market?
Choosing a Target Market (Numbers-based)
In this activity, students will review a simple table containing top-level information on several markets/segments and they need to identify which segments are the most attractive, considering trade off information.
Which Target Market? It’s Your Call
Students are presented with an excerpt from a manager’s meeting discussing segments in the smart phone market – they need to identify clearly defined segments and potential target markets.
Choosing a Target Market (Smart Phones)
The task is to identify the most attractive segment to select as a target market, based on customer needs, segment size, growth and profit margin.
New Target Market = New Marketing Mix?
For this activity, students need to determine whether the law firm will need to modify its marketing mix as they pursue another target market.
Poor Target Market or Poor Positioning?
This case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners. The student task is to evaluate whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning