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Great Ideas for Teaching Marketing

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Pricing

Using Market Concentration (Market Shares)

In this activity, students look at the output from a market share (market concentration) spreadsheet and attempt to interpret the results and consider the how it may affect marketing decisions.

Categories Analysis and Metrics, Pricing

Using Market Share Information

In this activity, students will review a simple table containing market share and sales information, in order to interpret the marketplace.

Categories Analysis and Metrics, Pricing, Research and MIS

Pricing Strategy and Ethics

In this new product pricing activity, students consider whether a market penetration pricing approach is the most effective (and ethical) strategy for a new water amusement park.

Categories Decisions and Mini-Cases, Ethics, Pricing

J.C. Penney’s Cost-cutting Transformation

In this mini-case, students review the efforts of the J.C. Penney department store to more efficiently compete on price, primarily underpinned by a cost-cutting program. But is this the best approach?

Categories Discussion Exercises, News item, Places and Channels, Pricing

Allocating Fixed Costs (Product Profitability)

Allocating fixed costs to products, in order to more fully assess product profitability, can be determined in different ways with different outcomes. In this simple example, students assess the impact of allocating fixed costs to its products profitability.

Categories Analysis and Metrics, Pricing, Products and Brands

A Pricing Strategy Success?

In this case study, the student task is to determine whether the firm should continue with its current strategy (which is mainly priced-based) or does it need to adopt a new approach?  

Categories Analysis and Metrics, Decisions and Mini-Cases, Pricing, Strategy and Plans

Pricing Against Aggressive Competitors

Retailers often face the challenge of deciding between ‘everyday low pricing’ and ‘high-low’ pricing. The student task is to determine the best pricing approach.

Categories Decisions and Mini-Cases, Pricing, role play, Strategy and Plans

Cost Leadership Strategy

This activity highlights some of the practices that Aldi Supermarkets have adopted to achieve a cost leadership position and provide ongoing longer prices to customers.  

Categories Discussion Exercises, Pricing, Services/CRM, Strategy and Plans

Pricing and Positioning

In this activity, there is a key pricing decision to be made in the two situations presented. Keeping in mind the firm’s/brand’s positioning, students consider whether these decisions are logical.

Categories Discussion Exercises, Pricing, Segmentation and Positioning

How Important is Price?

In this exercise, students are presented with eight product alternatives, as they would find in a supermarket environment. As they will see, price is simply one aspect of the consumer’s perception of value.

Categories Consumer Behavior, Pricing, Review Exercises
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Great Ideas for Teaching Marketing has been developed as an alternative to long case studies. Hundreds of  activities, discussion exercises and tools are provided on this website, with new content added regularly.

They are ideally suited to topics that only require a 10-30 minute exercise addressing a distinctive concept, rather than a detailed, all-encompassing case study.

All the activities and discussion exercises are provided free for marketing lecturers to use in their classes.

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