This student exercise uses a YouTube video that shows Steve Jobs announcing the iTunes phone in 2005, two years before the iPhone. It introduces students to strategic alliances, competitive strategy, capabilities, and the new product process.
Apple’s Initial Phone Strategic Alliance Review the Teaching Activity
Making cluster analysis fun and easy to understand? Sure, why not? This is a good task to get students working with simple data and seeing how market segments can be formed. But note that students will need access to Excel to undertake this activity.
Fun Approach to Cluster Analysis Review the Teaching Activity
This is a visual activity introduces marketing students to the concept of forming market segments using consumer data. It is a very helpful exercise for reinforcing that segments need to be homogeneous, yet distinctive.
Using Scatter Charts for Market Segments Review the Teaching Activity
This task is based on an excerpt from a study on Millennials (Gen Y) – and their view of marketing communication from banks – so how can we reach them?
Communicating to Gen Y Review the Teaching Activity
A exercise for marketing students where they create and interpret a perceptual map. Contains a download for a free online template for perceptual mapping.
Creating and Interpreting a Perceptual Map Review the Teaching Activity
A discussion exercise where students need to develop a marketing mix for a particular target market – Ideal for explaining the value of market segmentation and target markets.
EXCLUSIVE MEMBER ACTIVITY
From Market Segmentation to the Marketing Mix (Fitness Centers) Review the Teaching Activity
An in-class exercise for marketing students to develop a better understanding of a market segment through constructing a segment profile.
How to Develop a Segment Profile Review the Teaching Activity
The task is to construct your a segmentation approach, using a list of 15 possible market segments that could exist in virtually any market.
How to Segment a Market Review the Teaching Activity
A discussion exercise where students need to develop a marketing mix for a particular target market – Ideal for explaining the value of market segmentation and target markets.
EXCLUSIVE MEMBER ACTIVITY
From Market Segmentation to Marketing Mix (Drinks) Review the Teaching Activity
In this in-class teaching exercise for marketing, students are introduced to the concept of aligning the firm’s marketing mix to the needs of a target market, using the fast-food industry as the example.
Segmenting the Fast Food Market Review the Teaching Activity