Making Services Tangible (Video Case Study)
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”.
Pricing
Setting Prices Using Marketing Experiments
Students work through a pricing experiment testing optimal pricing for profits. They then construct a demand curve, as well as considering multiple environmental factors before making a final pricing recommendation. A good activity to understand the role of marketing mix experiments.
Bed Bath & Beyond Case Study
In April 2023, superstore Bed Bath & Beyond filed for bankruptcy, following several years of misalignments to the changing environment. Many factors contributed to their demise – but was poor marketing mainly to blame?
Are Price Discounts Worthwhile?
As we know, sales promotions and discounts are commonly used in supermarket channels. However, do they make a difference? In this activity, students examine different consumer motivations, using an excerpt from a focus group, to identify the type of consumer (segment) that are responsive to sales promotions and why – as well as identifying the long-term impact on a brand, if any.
How to Use Cost-Plus Pricing in Marketing
This teaching activity is a more advanced cost-plus pricing activity. If your students have a good sense of the concept, this is an excellent activity for gaining a better understanding of the cost-plus formula and its challenges of implementation. Note: A free (but optional) Excel template for cost-plus pricing formula has been included.
Patagonia Case Study: Marketing to Anti-Consumers
This case looks at Patagonia, a company that is highly successful in terms of growth and profits, but also makes a substantial contribution to the environment, sustainability, and even to the anti-consumer movement and ideology.
Is Shrinkflation a Good Approach to Pricing?
In this activity, students consider the tactic of shrinkflation as a suitable and ethical approach to managing price increases. A short news video helps provide several good examples.
Will You Pay More Just for the Brand?
In this very simple and fun exercise, students have to choose between two identical products – but one has the advantage of a very strong brand versus an unknown brand – will your students pay more just for the brand and why?
Coffee Shop Pricing Market Test
A local coffee shop has conducted a pricing experiment and broadened their product line. But did the experiment work? And should they continue with the pricing approach or discontinue it? A great activity for assessing marketing mix changes.
Setting the Right Price (Spreadsheet Exercise)
In this activity, students are presented with basic costs and a demand curve for the local pizza shop and they are asked to calculate the best price point to maximize profits. Note: will require students to have basic spreadsheet access and skills.