Is this Target Market Viable?
The student task is to evaluate whether the proposed target market for a new luxury service is the best approach.
Is this Target Market Viable? Review the Teaching Activity
New Product Process
Who is an Innovator?
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
Which Learning Theory?
In this mini case study, the firm is considering four promotional approaches. Each of their promotional approaches relies on a different learning theory.
Which Learning Theory? Review the Teaching Activity
Interpreting Research Results (Concept Test for a New Product)
This activity summarizes the results of research into a potential new product – hot chili flavored ice cream. The firm undertook taste-test research to help determine whether they should launch this new product?
Interpreting Research Results (Concept Test for a New Product) Review the Teaching Activity
Evaluating a Questionnaire
For this task, students (with one acting as the interviewer) will identify numerous issues with a poorly designed questionnaire.
Evaluating a Questionnaire Review the Teaching Activity
Can You Run Your Own Focus Group?
For this activity students will run their own focus groups, using a group discussion guide, which reviews consumer behavior in the fast food market.
Can You Run Your Own Focus Group? Review the Teaching Activity
Running a Focus Group
In this exercise, students run focus groups to understand the importance of getting beyond “top-level” answers and to gather some real insights into the behavior of the target market.
Running a Focus Group Review the Teaching Activity
What is the Most Appropriate Research Design?
In this task, students simply need to match the approach to market testing a new product to the firm most likely to conduct it. The types of research are listed first, followed by the type of firm.
What is the Most Appropriate Research Design? Review the Teaching Activity
Should We Conduct Market Research (Test Marketing)?
In this activity, students will review the discussion/comments from a new product project team meeting, where the participants argue for/against the merits of conducting test marketing prior to a full launch.
Should We Conduct Market Research (Test Marketing)? Review the Teaching Activity
Over-Adapting to the Environment?
In this mini case study, students are required to assess whether this toy manufacturer was too flexible and too willing to adapt to its changing macro-environment.
Over-Adapting to the Environment? Review the Teaching Activity