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.
B2B Marketing
Making a Joint Business Decision
This group task is to reach a decision through consensus (by role-playing members of a firm’s executive management team). To complicate the decision, the three alternatives ‘benefit’ different functional departments.
Do Businesses Make Joint Decisions?
In this case study, this B2B firm is considering their strategic growth options. However, they are faced with two competing paths.
Working with Customer Lifetime Value
In this activity, student need to work through a customer lifetime value exercise (CLV) and calculate the CLV for both the firm’s business and individual customers.
What CRM Tactics Should We Use?
For this exercise, students are the marketing manager for a large hotel chain, where they are asked to put together a CRM program for the hotel’s major customers.
Do Manufacturers Like Private Labels?
Why would a large manufacturer want to produce a private label product that will directly compete against their flagship product? Hopefully this activity will provide the answer.
Setting Your Price
Students assume that they decide to start a business as a marketing consultant. How much do they need to charge for their consulting services?
EXCLUSIVE MEMBER ACTIVITY
Which Channel Would You Choose?
Assuming that Pizza Galore wanted to introduce a mini breakfast pizza), then which would be the best channels for them?
Handling Channel Conflict
When a firm utilizes multiple channels, it is likely that channel conflict will occur from time to time. This activity is based upon a real business situation. What would your students do in this situation?
EXCLUSIVE MEMBER ACTIVITY
Channel Conflict Challenges
This activity highlights several common channel conflict situations. For each situation, the task is to determine how to reduce the level of conflict.
