Monitoring Consumer Attitudes

Teaching Notes

In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model.

Please note that a  multi-attribute attitude Excel template is available for free download at a related website.

Student Activity

For this task you … Continue reading...

The role of logos

Teaching Notes for this Activity

In this activity, students will consider the role of a logo in the firm’s overall brand – what role does it play, how important is it?

Student task

Below are some well-known logos to review.

  1. Which logos can you recognize?
  2. Why do you think that
Continue reading...

Using the Product Levels

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students to split two products into the five product levels.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The group discussion time should be around 10-15 minutes, … Continue reading...

Determining marketing mix considerations

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students to discuss the marketing mix implications of the consumer products classification scheme.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The group discussion time should be … Continue reading...

Consumer Product Classifications: Marketing Challenges

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students to discuss the marketing mix implications of the consumer products classification scheme.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The group discussion time should be … Continue reading...

Marketing Mix Decisions for Shopping Products

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students to discuss the value of the consumer products classification scheme.
Student audience: Could be run with any level of marketing student, perhaps more suitable for students of introductory marketing as well as … Continue reading...

Coke Repositions their Energy Drink

In this video-based mini-case, you will review the repositioning efforts of Coca-Cola in Australia with their energy drink branded “Mother Energy”. But was this the right choice: should they have moved to introduce a new brand instead?

 

ACTIVITY/TASK

Coca-Cola launched their new Mother Energy brand into the Australian market … Continue reading...

Impact on Positioning

This activity outlines two situations in regards to the potential impact on the firm’s positioning due to their distribution channel selection. Your task in this activity is to answer the assessment questions at the end regarding each situation.

 

ACTIVITY/TASK

Increasing Sales of Jeans

The manufacturer of a well-known brand of … Continue reading...

Handling Channel Conflict

When a firm utilizes multiple channels, it is likely that channel conflict will occur from time to time. The following situation is based upon a real business situation. What would you do in this situation?

 

ACTIVITY/TASK

Pop-mints are a fairly successful brand of breath fresheners. Their main competitor is Tic … Continue reading...

Product Management

Read the following case study on a hypothetical product manager for frozen pizza. They are faced with a strategic challenge for which way to growth the business. If you were this product manager, what would you do?

 

ACTIVITY/TASK

Larry is a product manager for frozen pizza for a large … Continue reading...

Which Brand Strategy?

The following is an excerpt from a manager’s meeting for firm that manufactures pretzels (a snack food that is considered to be a healthy alternative to chips/crisps – quite popular in the USA, but not so much in other countries). In the discussion they highlight the four broad brand strategy Continue reading...

Do Manufacturers Like Private Labels?

The number of private label (brands exclusive to a retailer) products has grown steadily in recent years. In particular, a number of supermarket chains have increased private label products in their supermarkets as part of their strategy, mainly for differentiation and profitability purposes.

But why would a large manufacturer want Continue reading...