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    Do your students understand the word “market,” and how it is used to describe mass groups of consumers as well as smaller, more specific groups? Can they benefit from understanding how marketers use information to locate and identify specific consumers based on demographic, geographic, psychographic, and behavioral traits? The LAP Have We Met? explains mass marketing and market segmentation with examples from Adidas, the NBA, and the Massachusetts Institute of Technology, as well as target-marketing activities that engage students in examining consumers’ traits and purchasing motives.

    LAPs are comprehensive instructional packages that include all elements of a performance-oriented lesson plan. This LAP includes a student handout (with CopyIT! permission) that includes information about market identification, a (So What?) discussion of why it's important to learn, ideas (Make it Pay!) for immediate application, and a short (Gray Zone) case addressing ethical issues. The instructor section features a comprehensive discussion guide, complete practice- (short answer) and post-tests (multiple-choice) with descriptive keys, student activities, and more.

    As an added bonus, instructors will receive a second version of the student guide—in color and designed specifically for use on electronic devices. This additional student guide is easier for instructors to share with students via email, shared drive, or learning management system and easier for students to view and read electronically. Click here for a sample of the bonus student section.

    Bring your discussions to life with our PowerPoint presentation featuring a broad range of graphics and special effects to help keep students interested. This professionally produced presentation consists of 16 slides.