Customer retention can also be enhanced through the creation of switching barriers, with the task being to review examples to assess the likely satisfaction level of the customer involved.
Switching Barriers (Customer Retention) Review the Teaching Activity
In this exercise, students will evaluate the potential benefits and limitations of customer relationship management (CRM).
Perceptions of CRM Review the Teaching Activity
Assuming that students are the owner of a restaurant, they need to identify the three main benefits that the firm would receive from implementing a CRM program.
CRM’s Mutual Benefits Review the Teaching Activity
In this exercise, students consider whether a customer is likely to increase their relationship with a firm over time, by evaluating likelihood of them progressing through a relationship life-cycle path.
Will Profit per Customer Increase Each Year? Review the Teaching Activity
This case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners. The student task is to evaluate whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning
Poor Target Market or Poor Positioning? Review the Teaching Activity
This fitness center is starting to think that their positioning tag-line is primarily responsible for their loss of new customers/members – what do your students think?
Time for a New Positioning Slogan? Review the Teaching Activity
Tag lines gone wrong. Students need to review poorly written slogans and see if they can rewrite them more appropriately, while still maintaining their central message.
Improving Poor Positioning Slogans Review the Teaching Activity
For this exercise, students are required to determine the positioning goals associated with various positioning tag lines.
How Positioning Slogans Communicate Review the Teaching Activity
A great introductory exercise to understand perceptual maps. This task is to construct perceptual maps, based on the understanding of university subjects.
Creating a Perceptual Map Review the Teaching Activity
In this exercise, students are presented with alternative positioning slogans for a smart phone firm – which one would they choose and why?
Positioning Our New Product Review the Teaching Activity