In this exercise, students review four businesses, each of which are in a different phase of the PLC. Their task is to identify which PLC stage that they are in and then use that information to help the business with the next stage of their business journey.
Product Lifecycle (PLC) Scenarios Review the Teaching Activity
This activity is all about drilling down on consumer needs to explore the range of underlying motivations for behavior. Students are presented with a series of consumer statements and their task is to look beyond the top-level and to dig deeper into a fuller set of motivations and needs.
Digging Deeper with Consumer Motivation Review the Teaching Activity
In this activity, students need to segment consumers – based on their comments, attitudes, and behaviors – using demographic, psychographic, and behavioral segmentation bases, to construct three different segmentation structures. Then they need to determine which segmentation structure is the best from a marketing perspective.
Using Different Bases for Market Segmentation Review the Teaching Activity
This activity is for students near the end of studying Marketing 101 (or similar) as it poses a number of clarification and understanding questions relating to research, product mix, consumer needs, and segmentation = a mix of topics, rather than one set topic area. It is also a supplementary activity that leads into Using Different Bases for Market Segmentation.
Understanding Marketing Terms Review the Teaching Activity
Do you have students asking “What area of marketing should I go into?” It’s a common question for students nearing the end of their studies. Well, here is the solution – a quiz that sorts students into one of 24 profiles and then provides a summary of their work preferences and traits, along with suggested marketing specializations that they should pursue. A great -in-class or take home exercises.
Quiz: What Area of Marketing are You Most Suited For? Review the Teaching Activity
In this task, students consider the impact of media selection on the message design in IMC. Students are presented with a central creative message for a strategic repositioning campaign and need to construct advertising designs suitable for different media channels.
Impact of Media on the Message Design Review the Teaching Activity
In this exercise, students describe well-known brands in terms of their brand personality. A list of personality traits and descriptors are provided. In addition, the activity explores the role of brand personality versus more tangible brand metrics.
Working with Brand Personality Review the Teaching Activity
One of the misconceptions regarding brand image analysis is that there is “one right perceptual map” to use to demonstrate a brand positioning. In this exercise, the students take on the role of marketing analysts and take a deep dive into brand image analysis and perceptual mapping.
Undertaking Brand Image Analysis Review the Teaching Activity
As we know, sales promotions and discounts are commonly used in supermarket channels. However, do they make a difference? In this activity, students examine different consumer motivations, using an excerpt from a focus group, to identify the type of consumer (segment) that are responsive to sales promotions and why – as well as identifying the long-term impact on a brand, if any.
Are Price Discounts Worthwhile? Review the Teaching Activity
In this exercise, students will be presented with a mix of target markets and multiple target audiences for a new social initiative. It is a helpful activity for clarifying the difference between target markets and audiences. And it is very flexible, as it can be run as a case study discussion, as a marketing debate, or even a student role-play.
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Difference Between Target Markets and Target Audiences Review the Teaching Activity