Mar 012017
 

Introducing the  2nd Edition of the Practical Marketing Workbook This workbook now has over 250 student activities designed in a worksheet form. This means that you can print or photocopy pages for students and use them in class as individual or group activities. It is an ideal resource for flipped classroom and active learning environments. [See full activity…]

Jan 222017
 

Note: Also refer to the base information on the Marketing and Positioning Simulation Game for lecturers, as well as the “how to play guide”. Teaching and discussion ideas While the simulation game is quick to learn and relatively simple for students to understand, it does provide an insight to numerous marketing concepts and topics – [See full activity…]

Jul 072012
 

The following statement was released by Tim Cook, the CEO of Apple. Although it was not described as a mission statement, it has been effectively framed as one. Your task here is to review it and determine what it indicates about Apple and their future direction.   ACTIVITY/TASK The statement made by Tim Cook of [See full activity…]

Jul 072012
 

The promotion of a brand is just ONE aspect of building brand equity. Achieving strong brand equity requires many components, but it can create significant value in the marketplace. The following exercise contains a number of checklist points for you to discuss regarding the building of, and the return on, brand equity.   ACTIVITY/TASK Factors [See full activity…]

Jul 072012
 

Use Porter’s Five-forces model to help analyze the book publishing industry, simply based on the hypothetical information and data presented below.   ACTIVITY/TASK The book publishing industry in Australia  20% of books are sold via independent retailers that tend to specialize in a particular genre or prefer unusual (not mainstream) books 70% of books are [See full activity…]

Jul 072012
 

There are a variety of incentive schemes that can be implemented in order to help motivate and reward salespeople. In this exercise you need to first calculate the total salary/incentive paid in each of the following payment structures. Then you need to determine which structure is the best approach.   ACTIVITY/TASK For all the incentive [See full activity…]

Jul 072012
 

As implied by his/her title, a sales manager is responsible for achieving targeted sales through the effective management of a sales team. In this activity, you need to identify (from the list below) what tasks that a sales manager actually does.   ACTIVITY/TASK Structuring sales bonuses Giving ‘motivational’ talks Phoning key customers Writing newsletters Helping [See full activity…]

Jul 072012
 

Responses to direct marketing campaign may include direct sales, appointments with salespeople, and opportunities for future sales. This activity outlines a variety of responses for a direct mail campaign for an insurance company. If you were the manager for the campaign, how satisfied would you be with the following results?   ACTIVITY/TASK ‘Got You Covered’ [See full activity…]

Jul 072012
 

Medium to large firms tend to have many sponsorship opportunities presented to them. Keeping in mind that a sponsorship should be viewed a promotional tool (rather than simply a donation), please rank (in terms of value to the firm) the following sponsorship opportunities for a large supermarket chain.   ACTIVITY/TASK Opportunity A A small charity [See full activity…]

Jul 072012
 

Many firms target their sales promotions at wholesalers and retailers in an attempt to generate greater support and sales. Sometimes these trade promotions are designed to get preferential treatment from the retailer (e.g. better store/shelf placement) and sometimes they are simply designed to pass through to the end-consumer (such as a discount). Listed below are [See full activity…]

Jul 072012
 

Firms may use a variety of sales promotion tools to help them increase short-term sales. Choosing from the below list of possible tools, identify which one/s would be most appropriate for: A newly launched chocolate bar Computer software (for editing digital photos) A woman’s fashion clothing store ACTIVITY/TASK   Sales Promotion Tools Chocolate bar? Computer [See full activity…]

Jul 072012
 

It seems fairly obvious that the goals/objectives of a promotion would be to increase sales and profit. And, of course, you would usually need to achieve those goals to justify the cost of the campaign. But take a look at the list of possible promotional goals listed below. Assume that you were responsible for the [See full activity…]

Jul 072012
 

There are a number of other options for the ‘source’ of the firm’s promotional messages. Your task in this activity is to identify which source would probably be the most appropriate for each particular promotional challenge.   ACTIVITY/TASK Some Possible Different Message Sources The firm’s CEO (e.g. Richard Branson) A celebrity An expert (such as [See full activity…]

Jul 072012
 

Sometimes it can be effective for a firm to utilize a celebrity to help promote their product/brand. Your task is to identify whether any of the following firms could possibly benefit from using an ‘available’ celebrity. If so, which available celebrity would be most appropriate?  (Note: A limited list of celebrities has been provided to [See full activity…]

Jul 072012
 

‘How’ to communicate the desired message is an important aspect in the overall effectiveness of a promotion. The message appeal also plays a part in communicating the overall positioning for the brand/product. In this activity, you need to select the most appropriate type of ‘appeal’ (refer list below) for each challenge listed.   ACTIVITY/TASK You [See full activity…]

Jul 072012
 

Decoding refers to how consumers will understand the marketing communication. In this activity, you need to determine what is the main message for the following promotional messages. Keep in mind that most ads do not include a lot of copy (text), so they often have to draw conclusions or will use their existing perceptions   [See full activity…]

Jul 062012
 

Different organizations, with different goals, will find that a different mix of IMC tools will be more appropriate for their needs.  For this activity you need to determine the three most suitable IMC tools for each organization listed (using the simplified list of tools provided below). ACTIVITY/TASK Select from this simplified list of IMC Tools [See full activity…]

Jul 062012
 

It was only about 20 years ago that most banks typically only used one distribution channel (their branches). However, since that time they have dramatically expanded the number of channels that they use. Below is a list of common distribution channels for a bank. Your task is to identify the most appropriate mix of channels [See full activity…]

Jul 062012
 

In this exercise, you are presented with eight product alternatives, as you would find in a supermarket environment. As you will see, price is simply one aspect of the consumer’s perception of value. So review the following list of pasta sauces, which one would you buy?   ACTIVITY/TASK Brand Positioning/Marketing Price A The leading brand [See full activity…]