In this exercise, students are presented with 10 trade-offs between two firms – with their only difference being physical evidence. It is designed for students to understand that physical evidence has a significant impact on consumer perceptions and their choice of a suitable offering. A fun exercise for marketing students of all levels.
Does Physical Evidence Matter? Review the Teaching Activity
In this activity, students review seven market segments for a company looking to launch a dinner cruise in a town that has a sizable local population and a steady stream of tourists. Their task is to identify the best market segment to become the target market, based upon their characteristics, profitability, and long-term viability.
Pick the Best Target Market Review the Teaching Activity
This activity delves deeper into customer journey mapping and considers how to overcome the consumer’s pain points. Students look for ideas and then consider how valuable it is to reduce pain points and indeed, can we compete on that basis?
Overcoming Consumer Pain Points Review the Teaching Activity
Students advise a company that has created too many segments how to best combine them (using counter segmentation). A good exercise for students to understand the purpose of segmentation and to consider the trade-off between segment size and viability.
Counter Segmentation Review the Teaching Activity
In this task, students review a short transcript from a focus group discussion about the benefits of joining a fitness center. They will identify insights, motivations, as well as examining research biases.
Analyzing Focus Groups Review the Teaching Activity
In this discussion exercise, marketing research students are presented with several examples of research bias in focus groups. Their task is to identify how the impact of these biases can be minimized.
Research Bias in Focus Groups Review the Teaching Activity
This activity builds upon the existing Bud Light case study but focuses on the psychographic segmentation approach used by Bud Light. The exercise is designed for students to have a better understanding of what psychographic segmentation and how it can be used.
Bud Light and Psychographic Segmentation Review the Teaching Activity
Many snack and beverage brands now introduce short-term mystery flavors of their products which are often tied to contests and social media engagement. This mini case looks at “What The Fanta” and asks students what the brand is trying to achieve, brand risk, and whether it is a new product or simply a sales promotion campaign?
Mystery Flavors: New Product or Sales Promotion? Review the Teaching Activity
In this mini-case study, students review the launch of Coca-Cola’s Y3000 limited edition flavor – which was co-created by AI. Is this a good strategic move for Coke or are they putting their brand at risk? Given that AI is now here to stay, this case study gives an insight on how AI might be used in the new product development process.
Coca-Cola Launches a New Flavor Designed by AI Review the Teaching Activity
Students are presented with 10 mini brand personas for the hotel industry. Their task is to choose a buyer persona and map out their customer journey. A starting example has been provided as a guide.
Buyer Personas and their Customer Journeys Review the Teaching Activity