In this activity, students explore the effectiveness of age segments. Age segmentation is a common approach used by students, but is it worthwhile, especially as compared to other segmentation bases.
Is Age Segmentation a Good Approach? Review the Teaching Activity
This video-based activity highlights Snickers Misspelled Words campaign that they executed through Google search ads to successfully reinforce their brand positioning.
EXCLUSIVE ACTIVITY FOR MEMBERS
Snicker’s Innovative SEM Campaign Review the Teaching Activity
In this mini case study, students review how Nike used a running event, rather than more traditional promotional tools, to reposition their brand in a key market segment.
EXCLUSIVE ACTIVITY FOR MEMBERS
Using an Event as a Promotional Tool (Video) Review the Teaching Activity
In this activity, students examine the opportunities and challenges of repositioning by reviewing the rise, fall, and then rise again of the cruising industry.
EXCLUSIVE ACTIVITY FOR MEMBERS
Repositioning the Cruise Ship Industry Review the Teaching Activity
12 multiple choice questions covering the topics of market segmentation, targeting, and positioning.
EXCLUSIVE ACTIVITY FOR MEMBERS
Market Segmentation Multiple Choice Questions Review the Teaching Activity
In this activity, there are five different market segments have been identified for the sports shoe market. Students need to assess the most attractive segment and then construct a top-level marketing mix.
Identifying Segment Needs Review the Teaching Activity
A firm have introduced a new snack product and students need to identify the best brand name and product positioning (from lists provided).
How to Position a New Product Review the Teaching Activity
Students are provided with a name of a brand persona and assess what information about the segment is provided by the name itself. A helpful exercise for understanding segments and personas.
EXCLUSIVE MEMBER ACTIVITY
The Value of Brand Persona Names Review the Teaching Activity
In this activity, students compare the assessment factors for three market segments. They need to rate each factor and then choose the best segment overall to be their chosen target market.
EXCLUSIVE ACTIVITY FOR MEMBERS
Target Market Assessment Review the Teaching Activity
In this introduction to segmentation (and viable segments) students review information for 12 consumers and split them into segments. It sounds simple, but is it?
EXCLUSIVE ACTIVITY FOR MEMBERS
How Would You Segment These Consumers? Review the Teaching Activity