Learning Purposes: Appreciate the extent to which consumers are heterogeneous in terms of their needs, and recognize the difficulty of attempting to satisfy all consumers with one marketing mix.
As can be heard in the audio recording on this page, I created this learning activity for use after a lecture component on heterogeneity among consumers and the difficulty of effectively satisfing everyone's needs with one marketing mix. The activity is a vivid example of the concept at work. Most of the examples I use in my teaching are "best practices," but this example is a "cautionary tale" in the sense that it portrays what a firm should not do. The ridiculous nature of the example makes it vivid and memorable.