Defining the Market Research Problem
This firm is looking to undertake some market research, but they first need to define the research problem – can your students help them?
Promotion
Analyzing Campaign Results
In this exercise, students are presented with the campaign results from a bank that has tested different promotional tactics. Their task is to interpret the campaign’s results.
Using Motivation Theories
For this activity, students need to identify different ways of motivating (using Maslow’s theory) consumers to buy a smart phone and to visit a restaurant.
Perception: Which Ad is Best?
The task in this exercise is to select the best radio commercial from the three presented, considering the model of perception (how consumers process information).
Which Learning Theory?
In this mini case study, the firm is considering four promotional approaches. Each of their promotional approaches relies on a different learning theory.
Time for a New Positioning Slogan?
This fitness center is starting to think that their positioning tag-line is primarily responsible for their loss of new customers/members – what do your students think?
Need to Improve Internal Marketing?
In this activity, students review the disappointing performance of a marketing campaign and determine where the problem occurred and does this firm need to spend more time and effort on its ‘internal marketing’ program?
Designing Internal Marketing Campaigns
For this task, students are the marketing manager for a bank and planning a major new product launch. They need to develop an internal marketing program for the bank’s branch and call center staff to complete the sales.
Talk Benefits, Not Features
Consumers buy a product solution (the benefits) for their need/problem. In promotional communications, it is important to communicate benefits – not features! In this activity, students will convert features into benefits.
Handling Channel Conflict
When a firm utilizes multiple channels, it is likely that channel conflict will occur from time to time. This activity is based upon a real business situation. What would your students do in this situation?
EXCLUSIVE MEMBER ACTIVITY