Marketing and Ethics
Marketers are also accused in the media from time to time of creating the material society and of “forcing” people to buy products that they really don’t want or need – is this the case?
Introductory Concepts
Does Society Need Marketing?
In this task, students consider these questions: Does marketing promote consumption for its own sake and does society need marketing?
Decoding Promotional Messages
Decoding refers to how consumers will understand the marketing communication. In this activity, students need to determine what is the main message for some ambiguous promotional messages.
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?
New Target Market = New Marketing Mix?
For this activity, students need to determine whether the law firm will need to modify its marketing mix as they pursue another target market.
Using Market Research Results
This mini case is for a hotel chain who have conducted a customer satisfaction survey. Given these research results, what advice can be given?
Developing a Strategy and a Marketing Mix
In this activity, students develop an appropriate retail design and connected marketing mix for a potential new restaurant. Multiple thought-starters are provided for students.
Developing a Marketing Mix
In this exercise, students select the most appropriate marketing strategy and then develop a suitable marketing mix, based upon a
proposed new chain of Italian and pizza restaurants.
Strategy Focus
In this exercise, students need to review the possible strategy development path for a textbook publisher, which is a firm that tends to pursue virtually whatever market opportunities that have been presented.
Improving the Marketing Mix
In this exercise, students are required to review the top-level financials of a small chain of hamburger stores and suggest improvements to their marketing mix.
