The Need for Internal Marketing

The following is an excerpt from a monthly ‘performance’ one-on-one meeting. Regular communication, teamwork, and individual motivation are important factors in the success of internal marketing. Review the following discussion. Who do you think is at fault? How can this situation be improved for the future?




Hi John, as you know I’m here for your monthly performance assessment.… See the full activity...

Need to improve Internal Marketing?

In this activity, you need to first review the following manager’s discussion regarding the disappointing performance of a marketing campaign.  Given the information provided, identify where do you think the problem occurred? Does this firm need to spend more time and effort on its ‘internal marketing’ program?




Our sales are below target for this campaign – we need … See the full activity...

What CRM Tactics Should We Use?

For this exercise, assume that you are the marketing manager for a large hotel chain. You’ve been asked to put together a CRM program for the hotel’s major customers (which are mainly businesses and corporate executives). From the list of possible CRM tactics listed below, select six to ten tactics to form the basis of your program. How successful See the full activity...

Should we introduce a CRM program?

Assume that you work for a major department store. You have been asked to evaluate their idea for a new CRM program that they are considering introducing (see information below). What advice do you give them? 



Let’s assume that work in marketing at an up-market (higher quality) department store. The store’s management team have a plan for introducing … See the full activity...

Justifying Marketing with Customer Lifetime Value

Your task with this activity is to defend the recent expenditure of a marketing campaign. The key to your argument will revolve around the customer lifetime value concept. So review the following statement and determine how you could you defend the marketing program.



Assume that the following statement was recently made by a manager from your firm:

“Our firm … See the full activity...

Working with Customer Lifetime Value

In this activity, you need to work through a customer lifetime value exercise (CLV). You need to calculate the customer lifetime value for both the accounting firm’s business and individual customers. Given these calculations, what advice would you have for the firm?



An accounting firm currently provides accounting and taxation advice to 1,000 businesses and 2,000 individuals. In … See the full activity...

Calculating Customer Lifetime Value

In this exercise, your task is to calculate the customer lifetime value (CLV) for two retailers (there is one example already being provided to assist you). In the activity, we will also consider the impact of the number of years (that is, the customer’s lifetime) in the calculation.



In the following tables, the formula to calculate customer lifetime … See the full activity...

Switching Barriers

Customer retention can also be enhanced through the creation of switching barriers (as opposed to building positive relationships). Your task in this exercise is to review the following examples, in order to identify the likely satisfaction level of the customer involved


  • “I’m still with my bank – even though their service isn’t great – but it’s just too much
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Perceptions of CRM

In this exercise, you will evaluate the potential benefits and limitations of customer relationship management, usually known as CRM. Below you will find a list of statements and you need to indicate the degree that you agree or disagree with them.


  1. The main purpose of CRM programs is to build relationships with ALL customers.
  2. All CRM programs should include
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CRM’s Mutual Benefits

Below is a list of statements regarding the possible benefits of CRM programs (both to the firm and to the customers).  Assuming that you were the owner of a restaurant, you need to identify the three main benefits that the firm would receive from implementing a CRM program. And what would be the three main benefits for your customers? See the full activity...

Will Profit per Customer increase each year?

Do customers become more valuable over time? In this exercise, you consider whether a customer is likely to increase his/her relationship with a firm over time, by evaluating likelihood of them progressing through a relationship life-cycle path.


Let’s consider the possible relationship life-cycle path of an average customer of a phone company, which also markets a range of home … See the full activity...

Understanding In-store Influences

A reasonable proportion of purchase decisions are made in-store. Therefore, many retailers design their premises in a deliberate attempt to influence consumer’s in-store behavior. Your task in this activity is to review the examples below in order to identify what the firm is trying to achieve by their particular design of their servicescape.



  • A number of steakhouse  restaurants
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Analyzing Campaign Results

A key aspect of a marketing role, especially early in a career, is analyzing campaign results. In this particular exercise, you are presented with the campaign results from a bank that has tested different promotional tactics. Your task here is to analyze which aspects of the campaign test have been effective.


In this direct marketing campaign, a bank has … See the full activity...

Making a Marketing Strategy Choice

Below is a case study of a hypothetical toy manufacturer (Fun 4 U) that is faced with two distinct marketing strategy choices. Your task here is to determine, based on the information available, the best approach for the firm. Remember to think about the firm’s existing strengths (as you assess them) and how they may be able to compete successfully See the full activity...

Choose the Best Strategy

This mini-case study lists seven potential growth strategies for most regionally-based banks in Australia (and probably most countries). Your task in this exercise is to evaluate the bank’s strengths, assess its dynamic environment, and then select the most suitable strategy direction for them to at least survive and hopefully to continue to expand.



The Australian banking industry was … See the full activity...

Assessing a Strategic Alliance

In this mini-case study, you are required to determine whether a joint venture between Tesco Bank and Aviva (insurance) has benefits for both players as well as customers. To do this task successfully, you will need to consider what capabilities each organization is likely to provide to the strategic alliance.



In mid-2012, Aviva (a major insurance company with … See the full activity...

Developing a Strategy and a Marketing Mix

This activity requires you to develop an appropriate marketing mix for your own restaurant. (Assume that you have a suitable budget and that reasonable expenditure is possible.)

Firstly, decide on your overall strategy and your target market (that is, what is going to make your restaurant successful in a very cluttered and competitive industry?). Then outline the “details” (the marketing See the full activity...

Developing a Marketing Mix

In this exercise you are required to select the most appropriate marketing strategy (from a list of four presented) and then develop a suitable marketing mix to implement that strategy.  This activity will be focused on the strategy and marketing mix for a proposed new chain of Italian and pizza restaurants. The four possible strategies currently being considered by the See the full activity...

Working with the Marketing Mix

This exercise is designed to illustrate how the marketing mix works together to implement the organization’s marketing strategy, which should meet the needs of a defined target market.

In this activity, we will use a hypothetical example for an up market hotel chain, such as Hilton Hotels. Assume that Hilton Hotels (which are usually ‘5-star’ quality) have decided that they See the full activity...