The promotion of a brand is just ONE aspect of building brand equity. Achieving strong brand equity requires many components, but it can create significant value in the marketplace. The following exercise contains a number of checklist points for you to discuss regarding the building of, and the return on, brand equity. ACTIVITY/TASK Factors … See the full teaching activity…
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.
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.
As implied by his/her title, a sales manager is responsible for achieving targeted sales through the effective management of a sales team. In this activity, you need to identify (from the list below) what tasks that a sales manager actually does. ACTIVITY/TASK Structuring sales bonuses Giving ‘motivational’ talks Phoning key customers Writing newsletters Helping … See the full teaching activity…
In this task, students are introduced to the concept of return on marketing by looking at the profitability of an email direct mail campaign.
Medium to large firms tend to have many sponsorship opportunities presented to them. Keeping in mind that a sponsorship should be viewed a promotional tool (rather than simply a donation), please rank (in terms of value to the firm) the following sponsorship opportunities for a large supermarket chain. ACTIVITY/TASK Opportunity A A small charity … See the full teaching activity…
Many firms target their sales promotions at wholesalers and retailers in an attempt to generate greater support and sales. Sometimes these trade promotions are designed to get preferential treatment from the retailer (e.g. better store/shelf placement) and sometimes they are simply designed to pass through to the end-consumer (such as a discount). Listed below are … See the full teaching activity…
Firms may use a variety of sales promotion tools to help them increase short-term sales. Choosing from the below list of possible tools, identify which one/s would be most appropriate for: A newly launched chocolate bar Computer software (for editing digital photos) A woman’s fashion clothing store ACTIVITY/TASK Sales Promotion Tools Chocolate bar? Computer … See the full teaching activity…
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.
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. ACTIVITY/TASK A shoe company decides to increase its advertising budget to $1m to support the launch of their new range of tennis shoes. Their goal is to achieve a 5% … See the full teaching activity…
