Bootstrap Benefit Segmentation As An Experiential Learning Activity  

Oleh:

Schibrowsky, John A. ; Peltier, James W. ; Collins, Robert J.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 21 no. 1 (Apr. 1999), page 34-43.
Fulltext: 34.pdf (69.72KB)

Isi artikel

This article introduces an experiential learning activity designed to provide business students with an understanding of benefit segmentation, product positioning, and target markets. This “bootstrap benefit segmentation” method can be taught without the need for primary data. It makes benefit segmentation available as a short-term experiential activity that can be accomplished in one or two class meetings or as an assignment prepared outside of the classroom.

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