In this discussion exercise, students can role-play and debate the unique marketing challenges associated with different classes of consumer products.
EXCLUSIVE MEMBER ACTIVITY
Consumer Product Classification: Marketing Challenges Review the Teaching Activity
A discussion exercise designed for students new to marketing. Gets them thinking about the role of marketing, outside of formal definitions.
A “Too Simple” View of Marketing? Review the Teaching Activity
A role play version for a New Coke case study, where students assume the role of key participants in the decision. An interesting challenge for marketing students.
New Coke Case Study (Part 1) Review the Teaching Activity
This is Part 2 of the New Coke case study where students role-play characters or participants in the decision to develop and launch New Coke.
New Coke Case Study (Part 2) Review the Teaching Activity
In this new product pricing activity, students consider whether a market penetration pricing approach is the most effective (and ethical) strategy for a new water amusement park.
EXCLUSIVE MEMBER ACTIVITY
Pricing Strategy and Ethics Review the Teaching Activity
This viral sales promotion met its various marketing objectives, but questions can be raised about the brand’s integrity and fit with positioning because of the use of an sexual appeal in the campaign.
Sexual Advertising Appeal: Fit with Brand? Review the Teaching Activity
Is it ethical that McDonald’s uses sponsorships in order to create positive view of the company by doing good things in the community and for local groups?
McDonald’s Sponsorships Review the Teaching Activity
In 2005, Coca-Cola introduced Coke Zero, a zero calorie version of their flagship product. This product did extraordinary well, but what launch and implementation challenges did they face?
EXCLUSIVE MEMBER ACTIVITY
Product Line Extension Challenge Review the Teaching Activity
After significant success in the local market, the company is looking to market to the more affluent markets in Asia markets. But the question is how they should do this?
Best International Market Entry Option Review the Teaching Activity
A chain of well-known surf wear stores is considering expanding to international markets, but they are unsure whether this is a good idea for their business – can your students help them decide?
Should We Expand Internationally? Review the Teaching Activity