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.
How to Develop a Segment Profile Review the Teaching Activity
Standard Activity (15–30 min)
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.
How to Segment a Market Review the Teaching Activity
From Market Segmentation to Marketing Mix (Drinks)
A discussion exercise where students need to develop a marketing mix for a particular target market – Ideal for explaining the value of market segmentation and target markets.
From Market Segmentation to Marketing Mix (Drinks) Review the Teaching Activity
Segmenting the Fast Food Market
In this in-class teaching exercise for marketing, students are introduced to the concept of aligning the firm’s marketing mix to the needs of a target market, using the fast-food industry as the example.
Segmenting the Fast Food Market Review the Teaching Activity
To Grow or Not? – Using Franchising
This brief case for a car manufacturer, explores possible expansion through franchising methods.
To Grow or Not? – Using Franchising Review the Teaching Activity
Pricing Strategy and Ethics
In this new product pricing activity, students consider whether a market penetration pricing approach is the most effective (and ethical) strategy for a new water amusement park.
Pricing Strategy and Ethics Review the Teaching Activity
Sexual Advertising Appeal: Fit with Brand?
This viral sales promotion met its various marketing objectives, but questions can be raised about the brand’s integrity and fit with positioning because of the use of a sexual appeal in the campaign.
Sexual Advertising Appeal: Fit with Brand? Review the Teaching Activity
Ethical Advertising? Tommy Hilfiger Brand Launch
This activity highlights the initial advertising campaign to launch the Tommy Hilfiger brand. But the campaign was not based on strategy, but based upon a strong creative idea.
Ethical Advertising? Tommy Hilfiger Brand Launch Review the Teaching Activity
McDonald’s Sponsorships
Is it ethical that McDonald’s uses sponsorships in order to create positive view of the company by doing good things in the community and for local groups?
McDonald’s Sponsorships Review the Teaching Activity
Understanding Critical Incidents
In this activity, students look at a range of critical incidents in services marketing and discuss how they could be addressed.
Understanding Critical Incidents Review the Teaching Activity