Apr 242016
 

Introduction Real Burger World (or RBW as it later became known) was a small hamburger chain established in the UK in the early 2000’s. Despite a significant financial investment, professional management, the use of branding consultants, and extensive media coverage, the business did not prove to be viable and closed within a few years. This [See full activity…]

Feb 132015
 
The customer lifetime value calculation (step-by-step)

Teaching Notes for this Marketing Activity Preferred format: This teaching activity should be run in student pairs or small groups. Student audience: This discussion exercise is more suitable for advanced students studying services marketing or marketing metrics. Exercise time: This activity will probably run around 10-15 minutes. Additional resources: Please refer to the comprehensive guide [See full activity…]

Feb 132015
 
Interpreting Customer Lifetime Value

Teaching Notes for this Marketing Activity Preferred format: This teaching activity can be run individually or in student pairs. Student audience: This discussion exercise is more suitable for advanced students studying services marketing or marketing metrics. Exercise time: This activity will probably run around 10 minutes. Additional resources: Link to the free online CLV calculator, [See full activity…]

Feb 132015
 

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is best suited as an individual task. Student audience: This discussion exercise is an introduction to calculating customer lifetime value, which would be suitable for students of services marketing and metrics – and perhaps some students of advertising/promotion. Exercise time: This discussion activity should [See full activity…]

Jun 132014
 

Critical incidents are important in the field of services marketing as they provide an insight into the types of service encounters that trigger an existing loyal customer to decide to switch service providers. In this activities, students look at a range of  critical incidents  and discuss how they could be addressed. ACTIVITY/TASK When studying services [See full activity…]

Jul 202012
 

For this exercise, which is based on a recent media release, you will review Sports Direct (a major UK sports retailer) and the impact of its attractive staff bonus on sales and profitability. But while profits are up, your task is to identify any concerns that they need to manage?   ACTIVITY/TASK SportsDirect.com is a [See full activity…]

Jul 072012
 

In recent years, a number of Australian universities have expanded into international markets (particularly in South-East Asia), usually utilizing a strategic alliance with an existing local college. But strategic alliances are designed to provide mutual benefits, is this the case here?   ACTIVITY/TASK Australian universities are faced with a mature education market in Australia. While [See full activity…]

Jul 072012
 

Salespeople are part of an overall team. When a salesperson tries to work independently, the results are not always very effective. This activity highlights an ineffective situation for a mobile home loan salesman for a bank. Review the situation – what can you recommend to improve the firm’s current sales appointment practices?   ACTIVITY/TASK When [See full activity…]

Jul 072012
 

Loyalty programs have become increasingly popular in recent years. In this exercise, you just need to decide whether a large (and fictitious) retail chain should implement a similar program. To help you decide, below is an excerpt from one of their manager’s meetings discussing the proposal.   ACTIVITY/TASK Larry: I think that it’s important that [See full activity…]

Jul 062012
 

In this activity, you need to help a bank decide the most appropriate IMC tools mix for a major launch of a new innovative credit card. There are many possible promotional tools to choose from. Try to integrate the campaign across the various elements.   ACTIVITY/TASK ADVERTISING TOOLS Prime time TV Local newspapers Buses Daytime [See full activity…]

Jul 062012
 

This case study outlines the strategic plan for Thompson-Smith, a fictitious retailer in Australia with multiple brands (retail formats). Your task is to evaluate each of their strategy initiatives. In other words, to what extent do you agree with their five strategic priorities?   ACTIVITY/TASK Thompson-Smith is one of Australia’s largest retailers. They have around [See full activity…]

Jul 062012
 

Even a simple retail business, like a fruit and vegetable store, requires a clear strategy in order to be successful. This is actually becoming a greater challenge, given the expanded product offering of the major supermarket chains (who offer their own fruit and vegetable sections).  Your task is this activity is to determine your strategy [See full activity…]

Jul 062012
 

Due to the growth in franchising over recent years, many people have been attracted to this particular form of business ownership. The following is a conversation between two brothers who are planning to buy into a retail franchise system. But their problem is that they cannot decide ‘when’ to buy a franchise. (Note: The ‘when’ [See full activity…]

Jul 062012
 

One of the key requirements for achieving success as an ongoing price discounter is to create a cost leadership position. That means that the firm has built some cost advantages over their competition. This activity quickly highlights some of the practices that Aldi Supermarkets (a relatively new discount supermarket in Australia) have adopted to achieve [See full activity…]

Jul 042012
 

Using a CRM strategy is probably one of the best solutions for the problem in the following case study. Your task in this activity is to develop a strategy to increase attendance for this organization’s main event. Please note that there is an updated version of this activity now available, which also includes an interactive [See full activity…]

Jul 042012
 

CRM success is highly reliant upon the motivation and performance of a firm’s customer contact staff. Considering this point, review the situation below – do you think that the management has made the right decision?   ACTIVITY/TASK Assume that you have just started working at a supermarket, in their marketing department. the supermarket’s management team [See full activity…]

Jul 042012
 

Assume you were the marketing manager for a bank and you are planning a major new product launch, with a substantial advertising and direct mail budget. As you need to rely upon the bank’s branch and call center staff to complete the sales, you will need to develop an internal marketing program (use the checklist [See full activity…]

Jul 042012
 

Below is an excerpt from a manager’s meeting at a large department store chain. They are discussing the merits of introducing a system of greater staff empowerment. Unfortunately, there are good arguments both for and against and the team cannot decide what to do – can you help them? ACTIVITY/TASK Kristi:            Personally, I think greater [See full activity…]

Jul 042012
 

The following is an excerpt from a monthly ‘performance’ one-on-one meeting. Regular communication, teamwork, and individual motivation are important factors in the success of internal marketing. Review the following discussion. Who do you think is at fault? How can this situation be improved for the future?   ACTIVITY/TASK Jackie: Hi John, as you know I’m [See full activity…]