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
Discussion Exercises
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
Switching Barriers (Customer Retention)
Customer retention can also be enhanced through the creation of switching barriers, with the task being to review examples to assess the likely satisfaction level of the customer involved.
Switching Barriers (Customer Retention) Review the Teaching Activity
Perceptions of CRM
In this exercise, students will evaluate the potential benefits and limitations of customer relationship management (CRM).
Perceptions of CRM Review the Teaching Activity
CRM’s Mutual Benefits
Assuming that students are the owner of a restaurant, they need to identify the three main benefits that the firm would receive from implementing a CRM program.
CRM’s Mutual Benefits Review the Teaching Activity
Time for a New Positioning Slogan?
This fitness center is starting to think that their positioning tag-line is primarily responsible for their loss of new customers/members – what do your students think?
Time for a New Positioning Slogan? Review the Teaching Activity