Cash-back offers are an unusual sales promotion tool, as they require the consumer to redeem the offer, as opposed to a straight discount. But the are used for a specific reason related to channel relationships and bargaining power. Students explore the for/against of using cash-back deals.
In this activity, students work with a snack brand that has one underperforming product and choose from an array of ideas and suggestions to improve results, and address the question is repositioning the best option?
Servicescape refers to the physical environment in which a service is delivered and includes elements such as the ambiance, layout, and overall atmosphere of the service facility. Students review 10 visual examples of servicescape to identify how they impact consumer behavior.
A local fitness center has constructed a marketing plan. Unfortunately, it is not very well designed and has numerous problems. The task of your students is to identify at least 15 problems with the plan. A great exercise in understanding the role and purpose and structure of the marketing plan.
In this mini case study (with a video case summary as well), students will review how an insurance company was able to make intangible services “tangible”.
Your students take the role of a brand manager of a successful frozen-food brand. But it is in the maturity phase of the PLC and needs to pursue other growth options. Students evaluate five potential new lines and line extensions to help guide the brand forward.
In this activity students are presented with a managers meeting that is discussing whether or not to implement mystery shopping market research program. There are good arguments for and against. The students need to decide whether they would implement the program.
Students are presented with five personal selling scenarios where the salesperson has NOT executed their selling role ideally. The task is to identify what was gone wrong and what could be improved in each scenario.
In this activity, students are presented with a list of 35 actions that would be undertaken by a professional sales person. Their task is to match the actions to one of the seven steps in the personal selling process.
In this activity students review a series of common marketing claims that would be generally considered to be misleading. There are 12 examples to consider, with students making a judgment call on which ones to retain and which ones would be unethical and/or ineffective. A pragmatic approach to understanding marketing tactics.