In this mini case study, an accountant firm is trying to forecast the likely profit from a new software program that they plan to launch onto the market – but they have two quite different profit expectations – can your students help them?
In this case study, students look at a successful implementation of a CRM program and how it was able to transform the success of a credit union.
EXCLUSIVE MEMBER ACTIVITY
For this task, students match the market research term to its definition, as a simple check of their understanding of the main marketing research methods.
EXCLUSIVE MEMBER ACTIVITY
Sometimes a firm’s particular characteristics (or marketing situation) will influence their choice of the most appropriate marketing research design (as this activity will demonstrate). The task in this activity is to match the type of market testing research to the firm most likely to conduct it.
EXCLUSIVE MEMBER ACTIVITY
This activity is a ‘game’ played in groups. Although it is a fun game, it is designed to illustrate the challenges that a firm faces when it evaluates and researches a new product.
This is a great example of using a market insight to change consumer behavior. In this activity, KFC created a smart phone game to deliver sales promotion incentives and drive sales.
EXCLUSIVE ACTIVITY FOR MEMBERS
This is a simple individual student activity to help clarify marketing information terms by sorting the sources of information into whether they are internal or external to the firm.