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?
ACTIVITY/TASK
Bill:
Our … Continue reading...
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 … Continue reading...
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?
ACTIVITY/TASK
Let’s assume that work in marketing at an up-market (higher quality) department … Continue reading...
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.
ACTIVITY/TASK
Assume that the following statement was … Continue reading...
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?
ACTIVITY/TASK
An accounting firm currently provides accounting … Continue reading...
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.
ACTIVITY/TASK… Continue reading...
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
ACTIVITY/TASK
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.
ACTIVITY/TASK
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 … Continue reading...
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.
ACTIVITY/TASK
Let’s consider the possible relationship life-cycle path of an average customer of … Continue reading...
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 … Continue reading...
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 … Continue reading...
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 … Continue reading...
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 reading...
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.… Continue reading...
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 … Continue reading...
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 … Continue reading...
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 … Continue reading...
