Feb 192015
 

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is designed for small groups of students to discuss the marketing mix implications of the consumer products classification scheme. Student audience: This exercise is more suitable for students of introductory marketing. Exercise time: The group discussion time should be around 10-15 minutes, plus any [See full activity…]

Feb 182015
 

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is designed for small groups of students to discuss the marketing mix implications of the consumer products classification scheme. Student audience: This exercise is more suitable for students of introductory marketing. Exercise time: The group discussion time should be around 15 minutes, plus any [See full activity…]

Feb 172015
 

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is designed for small groups of students to discuss the value of the consumer products classification scheme. Student audience: Could be run with any level of marketing student, perhaps more suitable for students of introductory marketing as well as students of marketing strategy. Exercise [See full activity…]

Feb 132015
 
From Market Segmentation to Marketing Mix (Fitness Centers)

Teaching Notes for this Marketing Activity Preferred format: This teaching activity is probably more suitable to small groups. Student audience: This discussion exercise is more suitable for students in an introduction to marketing course Exercise time: This discussion activity will probably run 15 to 20 minutes. Activity variations: This exercise could also be extended beyond [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
 

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
 

This activity provides a hypothetical channel selection decision for the Pizza Galore chain. Assuming that Pizza Galore wanted to introduce a mini breakfast pizza (say with bacon and eggs), then which would be the best way for them to distribute it? Why would this be the best option?   ACTIVITY/TASK  Possible Channels Offer as a [See full activity…]

Jul 062012
 

Firms need to take care when responding to competitor’s action with a pricing change, as this could trigger a potential price war. Therefore, in this activity you need to identify what would be the most appropriate pricing reaction for the following generic situations actions.   ACTIVITY/TASK To communicate the high quality of your product against [See full activity…]

Jul 052012
 

Pricing decisions will form a key part of the firm’s overall marketing strategy. In this activity, your task is to identify why the firm has adopted their particular pricing approach.   ACTIVITY/TASK When ‘Great Cuts’ (haircuts) originally opened, they charged just $12 per haircut. However, since they have become widespread and more popular, they have [See full activity…]

Jul 052012
 

Read the following case study on a hypothetical product manager for frozen pizza. They are faced with a strategic challenge for which way to growth the business. If you were this product manager, what would you do?   ACTIVITY/TASK Larry is a product manager for frozen pizza for a large national firm. He is in [See full activity…]

Jul 052012
 

Services have a number of distinct characteristics (see list below) that create a unique set of marketing challenges for services marketers. Your task in this exercise is to review the following statements to identify its particular distinguishing service characteristic.   ACTIVITY/TASK “I’m so disappointed with the restaurant last night. We went there for the first [See full activity…]

Jul 042012
 

In this activity, you need to first review the following manager’s discussion regarding the disappointing performance of a marketing campaign.  Given the information provided, identify where do you think the problem occurred? Does this firm need to spend more time and effort on its ‘internal marketing’ program?   ACTIVITY/TASK  Bill: Our sales are below target [See full activity…]

Jul 032012
 

The following case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners. Your task in this activity is to evaluate, in your opinion, whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning.   ACTIVITY/TASK The Beginning Julie and Anna opened [See full activity…]

Jul 032012
 

Over time most firms will have goals to grow and expand. One growth option is to target a new market segment (known as market development). For this activity, you need to determine whether the law firm in the case will need to modify its marketing mix as they pursue another target market.   ACTIVITY/TASK A [See full activity…]

Jul 022012
 

Listed below are some examples of how the culture has altered in a number of countries over the past 10 to 20 years or so. For this exercise, your task is to consider the impact of these lifestyle changes, from the point of view of an organization that markets holiday packages and tours.    ACTIVITY/TASK [See full activity…]

Jun 262012
 

This activity requires you to develop an appropriate marketing mix for your own restaurant. (Assume that you have a suitable budget and that reasonable expenditure is possible.) Firstly, decide on your overall strategy and your target market (that is, what is going to make your restaurant successful in a very cluttered and competitive industry?). Then [See full activity…]

Jun 262012
 

In this exercise you are required to select the most appropriate marketing strategy (from a list of four presented) and then develop a suitable marketing mix to implement that strategy.  This activity will be focused on the strategy and marketing mix for a proposed new chain of Italian and pizza restaurants. The four possible strategies [See full activity…]

Jun 222012
 

In this exercise, you are required to review the top-level financials of a small chain of hamburger stores and suggest improvements to their marketing mix. This activity should provide an introduction of how modifications to a firm’s marketing mix can impact business performance. So let’s help Fat Frank’s Burgers make more money!   ACTIVITY/TASK Frank [See full activity…]

Jun 222012
 

This exercise is designed to illustrate how the marketing mix works together to implement the organization’s marketing strategy, which should meet the needs of a defined target market. In this activity, we will use a hypothetical example for an up market hotel chain, such as Hilton Hotels. Assume that Hilton Hotels (which are usually ‘5-star’ [See full activity…]