Which Segmentation Base?
Students need to identify what type of segmentation base that the firm is using from the list of segmentation bases provided.
Which Segmentation Base? Review the Teaching Activity
Students need to identify what type of segmentation base that the firm is using from the list of segmentation bases provided.
Which Segmentation Base? Review the Teaching Activity
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?
Why Use Target Markets Review the Teaching Activity
In this case study, this B2B firm is considering their strategic growth options. However, they are faced with two competing paths.
Do Businesses Make Joint Decisions? Review the Teaching Activity
This group task is to reach a decision through consensus (by role-playing members of a firm’s executive management team). To complicate the decision, the three alternatives ‘benefit’ different functional departments.
Making a Joint Business Decision Review the Teaching Activity
The student task in this activity is to match the various shopping motivations to the three types of buyers listed below.
Shopping Styles Review the Teaching Activity
For this exercise, students consider the impact of culture and lifestyle changes, from the point of view of an organization that markets holiday packages and tours.
Adapting to Socio-Cultural Trends Review the Teaching Activity
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.
Social Class Behavior Review the Teaching Activity
For this exercise, students need to determine the social status of various occupations, ranking a list of occupations from highest to lowest status
Perceptions of Occupation Status Review the Teaching Activity
For this exercise, the task is to describe two innovators, using the various attributes in the table provided, and then consider how we can leverage their networks through our marketing activities.
Who is an Innovator? Review the Teaching Activity
In this activity, students will assess the extent of group influence across various purchase decisions. And for a given series of situations, they highlight how their behavior might be influenced.
Reference Group Influence Review the Teaching Activity