Robert H. Collins

Bootstrap Benefit Segmentation as an Experiential Learning Activity

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.

Using Programmed Instruction as a Sales Training Tool

Programmed instruction is an individualized aid to learning which came into its own during the early 1960’s. A great deal of research has been done in this area, particularly in attempting to measure the effectiveness and efficiencies of this teaching aid.l While there is not total agreement, it generally has been held that programmed instruction can result in learning levels equivalent to classroom instruction. In addition, programmed instruction has been found to be more flexible than conventional MORE FLEXIBLE THAN classroom instruction and requires from twenty CONVENTIONAL CLASSROOM to thirty-five percent fewer hours. INSTRUC IO