Bootstrap Benefit Segmentation as an Experiential Learning Activity

Author:

Schibrowsky John A.,Collins Robert H.1,Peltier James W.2

Affiliation:

1. Department of Marketing, College of Business, at the University of Nevada, Las Vegas

2. Department of Marketing, College of Business and Economics, at the University of Wisconsin-White water

Abstract

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.

Publisher

SAGE Publications

Subject

Marketing,Education

Reference31 articles.

1. American Assembly of Collegiate Schools of Business (AACSB) . 1993. Standards for Business Accreditation, 20 April, 17-21.

2. Thoughts Of An Entrepreneurship Chairholder Model Entrepreneurship Curriculum

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