CRM’s Mutual Benefits
Assuming that students are the owner of a restaurant, they need to identify the three main benefits that the firm would receive from implementing a CRM program.
Services/CRM
Will Profit per Customer Increase Each Year?
In this exercise, students consider whether a customer is likely to increase their relationship with a firm over time, by evaluating likelihood of them progressing through a relationship life-cycle path.
Meeting Target Market Needs
The task is to outline a marketing mix for a holiday that would best suit different market segments.
Understanding In-store Influences (Servicescape)
The student task in this activity is to review the examples of retailing servicescape in order to identify what the firm is trying to achieve by their particular in-store design.
Analyzing Campaign Results
In this exercise, students are presented with the campaign results from a bank that has tested different promotional tactics. Their task is to interpret the campaign’s results.
A New Environment; Time for a New Strategy?
In this exercise, students are required to help a traditional hamburger store adapt to the new market environment of more health-conscious consumers. To help guide them, market research data has been presented.
Making a Marketing Strategy Choice
This is a mini case study of a hypothetical toy manufacturer (Fun 4 U) that is faced with two distinct marketing strategy choices. The student task is to determine, based on the information available, the best approach for the firm.
Choose the Best Strategy
This student task is to evaluate a bank’s strengths, assess its dynamic environment, and then select the most suitable strategy direction for them to continue to expand.
Developing a Strategy and a Marketing Mix
In this activity, students develop an appropriate retail design and connected marketing mix for a potential new restaurant. Multiple thought-starters are provided for students.
Developing a Marketing Mix
In this exercise, students select the most appropriate marketing strategy and then develop a suitable marketing mix, based upon a
proposed new chain of Italian and pizza restaurants.