In this exercise, your task is to calculate the customer lifetime value (CLV) for two retailers (there is one example already being provided to assist you). In the activity, we will also consider the impact of the number of years (that is, the customer’s lifetime) in the calculation.
ACTIVITY/TASK… Continue reading...
Do customers become more valuable over time? In this exercise, you consider whether a customer is likely to increase his/her relationship with a firm over time, by evaluating likelihood of them progressing through a relationship life-cycle path.
ACTIVITY/TASK
Let’s consider the possible relationship life-cycle path of an average customer of … Continue reading...
In this exercise, you simply need to work out the firm’s unit market share. You have provided with lots of numbers to help you. As we know, your (unit) market share is derived by the formula of: our sales/total market sales. It should be a simple exercise, shouldn’t it?
ACTIVITY/TASK… Continue reading...
In this mini case study, the firm is discussing the results of some of their market research and considering what they should do next. Your task is to help them decide. So given the research results given and the other information in the case, what advice would you give them… Continue reading...
The following case study provides information for a hotel chain. They have recently conducted a customer satisfaction survey. Given these research results and the other information in the case, what advice would you give them? This is a good exercise in utilizing the results of market research.
A key aspect of a marketing role, especially early in a career, is analyzing campaign results. In this particular exercise, you are presented with the campaign results from a bank that has tested different promotional tactics. Your task here is to analyze which aspects of the campaign test have been … Continue reading...
This activity is designed to highlight the value of using cross-tabs to help analyze market research data.
In this exercise, you will start with the top-level results and then ‘drill down’ in the data through the use of cross-tabs. Hopefully you will find that, as you drill down, that more … Continue reading...
In this exercise, your task is to review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).
In the survey (which uses hypothetical data), consumers have been asked to rank the importance of various attributes and then score the … Continue reading...
This review 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, or whether their product prototype needs to be modified before launch. Given the research results listed … Continue reading...
In this activity you simply need to go through the various information challenges facing Pizza Hut and identify the most suitable market research or market information approach they should use to help gather information. You are supplied a list of possible research approach to choose from.
ACTIVITY/TASK
| What research |
In this exercise, you need to evaluate how well this manufacturer is progressing with their retailer relationships (in its micro-environment). As you can see, they have increased sales to retailers by $2m and they have also increased the number of retailing chains that they deal with. These results are obviously … Continue reading...
In this short case study, a hypothetical manufacturer of pasta and related products is faced with a choice of four different marketing strategies. Your task in this exercise is to determine which strategic path is the best for them. All four strategic options have a supportive rationale, so which one … Continue reading...
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 … Continue reading...
