This is NOT a teaching activity. Instead, it is a series of eight in-depth (5-10 mins) videos on Customer Lifetime Value that you can choose from to give students a deeper understanding of these topics.
This is NOT a teaching activity. It is a series of 14 in-depth (5-10 mins) videos on market segmentation and targeting that you can choose from to give your students a deeper understanding of these topics.
This is a classic marketing case study from 2009. It was a major repositioning campaign for Domino’s Pizza (in the USA market) entitled “Pizza Turnaround”. It is based around two short videos.
Cash-back offers are an unusual sales promotion tool, as they require the consumer to redeem the offer, as opposed to a straight discount. But the are used for a specific reason related to channel relationships and bargaining power. Students explore the for/against of using cash-back deals.
Students consider the value and impact of online reviews (a form of physical evidence) for a hotel with a very unusual market positioning. As independent reviews grow in importance to consumers, budding marketers need to understand their potential impact.
In this activity, students work with a snack brand that has one underperforming product and choose from an array of ideas and suggestions to improve results, and address the question is repositioning the best option?
Students are presented with seven CLV calculations to solve for a supermarket. They start off easy and then get progressively harder. A good exercise to reinforce the dynamics of customer lifetime value and how the calculations work.
Diamond Shreddies 2008 campaign is another classic marketing case study. It plays on the idea that Shreddies, which were traditionally square-shaped, had been “transformed” into a new, diamond-shaped version. But nothing changed except for their sales.
Servicescape refers to the physical environment in which a service is delivered and includes elements such as the ambiance, layout, and overall atmosphere of the service facility. Students review 10 visual examples of servicescape to identify how they impact consumer behavior.
A local fitness center has constructed a marketing plan. Unfortunately, it is not very well designed and has numerous problems. The task of your students is to identify at least 15 problems with the plan. A great exercise in understanding the role and purpose and structure of the marketing plan.