Meeting Target Market Needs
The task is to outline a marketing mix for a holiday that would best suit different market segments.
Meeting Target Market Needs Review the Teaching Activity
Consumer Behavior
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.
Which Target Market? It’s Your Call Review the Teaching Activity
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.
Choosing a Target Market (Numbers-based) Review the Teaching Activity
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.
Segment Nicknames and Brand Personas Review the Teaching Activity
Do Businesses Make Joint Decisions?
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
Making a Joint Business Decision
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
Shopping Styles
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
Adapting to Socio-Cultural Trends
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
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.
Social Class Behavior Review the Teaching Activity
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
Perceptions of Occupation Status Review the Teaching Activity