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 Continue reading...

Strategy Hierarchy Levels

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity can be discussed in pairs, or could potentially be an individual student exercise.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The exercise time should be around 5-10 minutes, plus any additional time … Continue reading...

Strategy Focus

In this exercise, you need to review the below diagram, which highlights a possible strategy development path for a textbook publisher. As you can see, this firm has adopted a practice of pursuing virtually whatever market opportunities have been presented to it. Follow the arrows and you can see some Continue reading...

Improving the Marketing Mix

In this exercise, you are required to review the top-level financials of a small chain of hamburger stores and suggest improvements to their marketing mix. This activity should provide an introduction of how modifications to a firm’s marketing mix can impact business performance.

So let’s help Fat Frank’s Burgers make Continue reading...

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 Continue reading...

What is marketing?

In this activity, we will use a quick overview of McDonald’s in order to try and identify the reasons for their success throughout the world and the contribution of marketing (if any) to their overall performance. This will help in gaining a good sense of the scope of marketing Continue reading...

Are these marketing tasks?

For this exercise, review the list of work tasks below and identify which ones are likely (or not) to be part of a marketing role.

For this activity, we will assume that the company in question manufactures cookies.

As you go through the list, consider at which “level” of employee Continue reading...

The Role of a Marketer

The aim of this exercise is to identify the likely tasks of someone in a marketing role. In other words, what day-to-day functions do marketers perform?

Please review the list of business tasks outlined below. For each task, determine how likely it would be for somebody in marketing (that is, Continue reading...

Understanding Customer Satisfaction

This activity is designed to help you identify the key components of what drives customer satisfaction outcomes. Listed below are a series of statements made by consumers regarding their recent interaction with a firm. Quickly review each statement and determine how satisfied each consumer is (using this simple scale; very Continue reading...

Which Marketing Orientation is Best?

In the following activity, you are presented with an excerpt of a discussion from a manager’s meeting for a newly formed firm that is setting up as a manufacturer of bicycles. Essentially, they are discussing which marketing orientation/philosophy they should adopt. Your task is to determine which orientation/philosophy that you Continue reading...

Understanding Marketing Orientation

In the following exercise, you are required to identify which Marketing Orientation/Philosophy (see list in question area) that each firm most appears to follow, based on the statement that they have made on the way that they focus and operate in their particular organization.

 

ACTIVITY/TASK

  1. “It’s a old saying,
Continue reading...

What is marketing?

Our task in this exercise is to construct our own definition of marketing. To assist in this regard, some different views of what marketing is have been presented below.

Therefore, your first task in this activity is to firstly review the various views/definitions of marketing in the conversation below. Then Continue reading...

Perceptions of Marketing

This exercise is designed to explore how you and your fellow students perceive the role and perception of marketing.

Listed below is a series of statements about marketing. Identify which ones do you agree with and which ones you disagree with? When you have finished, compare your perceptions against those Continue reading...