Can marketers become CEOs?

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students or as an overall class discussion.
Student audience: This exercise is more suitable for students of later level marketing subjects or at masters level.
Exercise time: The group discussion time should be … Continue reading...

A “too” simple view of marketing?

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity can be run in small groups or as an in-class discussion.
Student audience: This discussion exercise is designed for introductory marketing students.
Exercise time: This activity will take around 10 minutes, perhaps longer as an in-class discussion.
Notes: There … Continue reading...

Decoding Promotional Messages

Decoding refers to how consumers will understand the marketing communication. In this activity, you need to determine what is the main message for the following promotional messages. Keep in mind that most ads do not include a lot of copy (text), so they often have to draw conclusions or will Continue reading...

Time for a New Positioning Slogan?

This fitness center needs your advice. They are starting to think that their positioning slogan is primarily responsible for their loss of new customers/members. Do you think it’s time for a new slogan?

 

ACTIVITY/TASK

New Millennium Fitness Centers have the positioning slogan – “we’ll get you fit”. However, … Continue reading...

New Target Market = New Marketing Mix?

Over time most firms will have goals to grow and expand. One growth option is to target a new market segment (known as market development). For this activity, you need to determine whether the law firm in the case will need to modify its marketing mix as they pursue another Continue reading...

Developing a Strategy and a Marketing Mix

This activity requires you to develop an appropriate marketing mix for your own restaurant. (Assume that you have a suitable budget and that reasonable expenditure is possible.)

Firstly, decide on your overall strategy and your target market (that is, what is going to make your restaurant successful in a very Continue reading...

Developing a Marketing Mix

In this exercise you are required to select the most appropriate marketing strategy (from a list of four presented) and then develop a suitable marketing mix to implement that strategy.  This activity will be focused on the strategy and marketing mix for a proposed new chain of Italian and pizza Continue reading...

Strategy Focus

In this exercise, you need to review the below diagram, which highlights a possible strategy development path for a textbook publisher. As you can see, this firm has adopted a practice of pursuing virtually whatever market opportunities have been presented to it. Follow the arrows and you can see some Continue reading...

Improving the Marketing Mix

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...

Working with the Marketing Mix

This exercise is designed to illustrate how the marketing mix works together to implement the organization’s marketing strategy, which should meet the needs of a defined target market.

In this activity, we will use a hypothetical example for an up market hotel chain, such as Hilton Hotels. Assume that Hilton Continue reading...

What is marketing?

In this activity, we will use a quick overview of McDonald’s in order to try and identify the reasons for their success throughout the world and the contribution of marketing (if any) to their overall performance. This will help in gaining a good sense of the scope of marketing Continue reading...

Are these marketing tasks?

For this exercise, review the list of work tasks below and identify which ones are likely (or not) to be part of a marketing role.

For this activity, we will assume that the company in question manufactures cookies.

As you go through the list, consider at which “level” of employee Continue reading...

The Role of a Marketer

The aim of this exercise is to identify the likely tasks of someone in a marketing role. In other words, what day-to-day functions do marketers perform?

Please review the list of business tasks outlined below. For each task, determine how likely it would be for somebody in marketing (that is, Continue reading...

Understanding Customer Satisfaction

This activity is designed to help you identify the key components of what drives customer satisfaction outcomes. Listed below are a series of statements made by consumers regarding their recent interaction with a firm. Quickly review each statement and determine how satisfied each consumer is (using this simple scale; very Continue reading...