This is NOT a teaching activity. Instead, it is a series of eight in-depth (5-10 mins) videos on Customer Lifetime Value that you can choose from to give students a deeper understanding of these topics.
Students consider the value and impact of online reviews (a form of physical evidence) for a hotel with a very unusual market positioning. As independent reviews grow in importance to consumers, budding marketers need to understand their potential impact.
Students are presented with seven CLV calculations to solve for a supermarket. They start off easy and then get progressively harder. A good exercise to reinforce the dynamics of customer lifetime value and how the calculations work.
Servicescape refers to the physical environment in which a service is delivered and includes elements such as the ambiance, layout, and overall atmosphere of the service facility. Students review 10 visual examples of servicescape to identify how they impact consumer behavior.
In this mini case study (with a video case summary as well), students will review how an insurance company was able to make intangible services “tangible”.
In this activity students are presented with a managers meeting that is discussing whether or not to implement mystery shopping market research program. There are good arguments for and against. The students need to decide whether they would implement the program.
Students are presented with five personal selling scenarios where the salesperson has NOT executed their selling role ideally. The task is to identify what was gone wrong and what could be improved in each scenario.
In this activity, students are presented with a list of 35 actions that would be undertaken by a professional sales person. Their task is to match the actions to one of the seven steps in the personal selling process.
In this exercise, students are presented with 10 trade-offs between two firms – with their only difference being physical evidence. It is designed for students to understand that physical evidence has a significant impact on consumer perceptions and their choice of a suitable offering. A fun exercise for marketing students of all levels.
Students explore positioning and the importance of differentiation by reviewing 10 competing restaurants in the same geographic market. Each restaurant has a unique positioning and students need to evaluate which ones will be more successful, as well as identifying an opportunity for a player in the market.