Benefits of Brand Building
This exercise contains a number of checklist points for students to consider regarding the building of, and the return on, brand equity. It’s more than just promotion!
Review Exercises
Using Porter’s Five-forces Model
In this task, students will use Porter’s Five-forces model to help analyze the book publishing industry, based on the information and data presented.
Salespeople Incentive Schemes
In this exercise, students need to calculate the total salary/incentive paid to salespeople (across different payment structures) and then determine which structure has the best approach for the firm’s marketing goals.
What is the Role of a Sales Manager?
As implied by their business title, a sales manager is responsible for achieving targeted sales through the effective management of a sales team. In this activity, students identify what tasks that a sales manager actually does.
Evaluating Direct Marketing Results
In this task, students are introduced to the concept of return on marketing by looking at the profitability of an email direct mail campaign.
Selecting Sponsorship Partners
Students consider the question: On what basis (criteria) is the best approach for firms to assess a sponsorship proposal?
Using Trade Promotions
In this activity, students are presented with a list of trade promotion tools and choose the ones most appropriate for two different firms, with differing promotional objectives.
Which Sales Promotion Tool?
Firms may use a variety of sales promotion tools to help them increase short-term sales. Students choose from a list of possible tools and identify which one/s would be most appropriate.
Setting the Promotional Objectives
Students assume responsibility for the promotion of McDonald’s ‘healthy menu’ campaign (designed to help reposition the brand), and they need to select the most appropriate promotional objectives.
Setting the Promotional Budget
In this activity, you simply need to match each example provided to the approach that the firm has used in setting/determining its promotional budget.
