Aligning New Products to Strategy
The student task in this activity is to generate some potential new product ideas/concepts that would logically fit with McDonald’s overall strategy.
Aligning New Products to Strategy Review the Teaching Activity
Discussion Exercises
Marketing’s Role in the New Product Process
The task is to review the following list of new product development tasks and evaluate whether or not the marketing function would be involved.
Marketing’s Role in the New Product Process Review the Teaching Activity
Why New Products Fail
The task to identify a list reasons why new products fail and identify which of these factors could NOT be adequately assessed prior to actually going to market with the new product.
Why New Products Fail Review the Teaching Activity
Why Firms Introduce New Products
Most firms will have growth goals, which is one factor that drives firms to introduce new products. Students will need to review examples and identify why firms decide to introduce new products.
Why Firms Introduce New Products Review the Teaching Activity
Classifying New Products
For this activity, students identify what ‘type’ of new product the firm has developed – new category, product line extension, and so on.
Classifying New Products Review the Teaching Activity
Impact of Reduced Staff Empowerment
Students review a retailer who have changed their refund policy – did management make the right decision by reducing staff empowerment? Includes aspects of CRM and CLV.
Impact of Reduced Staff Empowerment Review the Teaching Activity
Should We Empower Our Staff?
A large department store chain are discussing the merits of introducing a system of greater staff empowerment. But the team cannot decide what to do – can your students help them?
Should We Empower Our Staff? Review the Teaching Activity
The Need for Internal Marketing
Students are presented with an excerpt from a monthly ‘performance’ one-on-one meeting. Who is at fault? How can this situation be improved for the future?
The Need for Internal Marketing Review the Teaching Activity
Need to Improve Internal Marketing?
In this activity, students review the disappointing performance of a marketing campaign and determine where the problem occurred and does this firm need to spend more time and effort on its ‘internal marketing’ program?
Need to Improve Internal Marketing? Review the Teaching Activity
Justifying Marketing with CLV
The task with this activity is to defend the recent expenditure of a marketing campaign. The key to the argument will revolve around the customer lifetime value concept.
Justifying Marketing with CLV Review the Teaching Activity