Improving the Marketing Mix
In this exercise, students are required to review the top-level financials of a small chain of hamburger stores and suggest improvements to their marketing mix.
Analysis and Metrics
What’s the Best Marketing Strategy?
In this mini case study for a manufacturer of pasta, students are faced with evaluating a choice of four strategic options – which one will they choose?
Change in Retailer Relationships: Good or Bad?
In this exercise, students need to evaluate how well this manufacturer is progressing with their retailer relationships (in its micro-environment).
Which Research Design to Use?
In this activity, students need to consider the information challenges facing Pizza Hut and identify the most suitable market research or market information approach they should use to help gather information.
Interpreting Research Results (Concept Test for a New Product)
This activity summarizes the results of research into a potential new product – hot chili flavored ice cream. The firm undertook taste-test research to help determine whether they should launch this new product?
Reviewing a Multi-Attribute Model
In this exercise, students review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).
Using Cross-Tabs
This activity is designed to highlight the value of using cross-tabs to help analyze market research data.
Analyzing Campaign Results
In this exercise, students are presented with the campaign results from a bank that has tested different promotional tactics. Their task is to interpret the campaign’s results.
Using Market Research Results
This mini case is for a hotel chain who have conducted a customer satisfaction survey. Given these research results, what advice can be given?
From Research to Strategy
In this mini case study, students need to outline a top-level marketing strategy that will help guide a B2B firm to achieve their financial goals.