A discussion exercise where students need to develop a marketing mix for a particular target market – Ideal for explaining the value of market segmentation and target markets.
From Market Segmentation to Marketing Mix (Drinks) Review the Teaching Activity
In this in-class teaching exercise for marketing, students are introduced to the concept of aligning the firm’s marketing mix to the needs of a target market, using the fast-food industry as the example.
Segmenting the Fast Food Market Review the Teaching Activity
This is Part 2 of the New Coke case study where students role-play characters or participants in the decision to develop and launch New Coke.
New Coke Case Study (Part 2) Review the Teaching Activity
This brief case for a car manufacturer, explores possible expansion through franchising methods.
To Grow or Not? – Using Franchising Review the Teaching Activity
In this new product pricing activity, students consider whether a market penetration pricing approach is the most effective (and ethical) strategy for a new water amusement park.
Pricing Strategy and Ethics Review the Teaching Activity
Marketers are also accused in the media from time to time of creating the material society and of “forcing” people to buy products that they really don’t want or need – is this the case?
Marketing and Ethics Review the Teaching Activity
In this activity, students look at a range of critical incidents in services marketing and discuss how they could be addressed.
Understanding Critical Incidents Review the Teaching Activity
In this video-based activity, students will review an overview of a marketing launch of a chocolate bar that has been reintroduced into the market in the UK. The video provides a good overview of the launch campaign.
Wispa Chocolate Bar Relaunch Review the Teaching Activity
This case study provides students with an interesting insight into PepsiCo’s new product process and some of the challenging decisions that they faced along the way. A great exercise for reviewing the new product process and the challenges of creating a new category in the market place.
Pepsi Next Case Study Review the Teaching Activity
For this exercise, which is based on Sports Direct (a major UK sports retailer) and the impact of its attractive staff bonus on sales, profitability, and marketing results.
Staff Bonuses and Internal Marketing Review the Teaching Activity