The task is to identify the most attractive segment to select as a target market, based on customer needs, segment size, growth and profit margin.
Choosing a Target Market (Smart Phones) Review the Teaching Activity
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
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
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
In this exercise, students simply need to work out the firm’s unit market share. They have provided with the numbers to help them. It should be a simple exercise, shouldn’t it? Well, perhaps not?
What’s Our Market Share? Review the Teaching Activity
Students need to identify what type of segmentation base that the firm is using from the list of segmentation bases provided.
Which Segmentation Base? Review the Teaching Activity
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
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
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
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