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?
Why Use Target Markets Review the Teaching Activity
Discussion Exercises
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
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
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.
The Family Life Cycle (FLC) Review the Teaching Activity
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.
Household Decision Making Roles Review the Teaching Activity
Self-Concept and Purchases
The task is this activity is to see if your students can describe the three consumers’ personality and lifestyle simply based upon their grocery purchases.
Self-Concept and Purchases Review the Teaching Activity
Using Motivation Theories
For this activity, students need to identify different ways of motivating (using Maslow’s theory) consumers to buy a smart phone and to visit a restaurant.
Using Motivation Theories Review the Teaching Activity
Managing Post-purchase Behavior
The final phase of the customer decision-making process is post-purchase behavior. This activity highlights how four different consumers usually deal with dissatisfaction.
Managing Post-purchase Behavior Review the Teaching Activity
Evaluation Phase of Decision Process
In this task, students explore the evaluation of alternatives phase of the buyer decision process, by choosing between various smart TV options with trade-offs. They need to determine on what basis did they make your choice?
Evaluation Phase of Decision Process Review the Teaching Activity
From Research to Strategy
In this mini case study, students need to outline a top-level marketing strategy that will help guide a B2B firm to achieve their financial goals.
From Research to Strategy Review the Teaching Activity