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.
7Ps
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.
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.
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.
Need/Problem Recognition
The task is to determine which of the potential triggers listed are the more significant in terms of impact and which ones should the firm try and leverage into its marketing.
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.
Managing Post-purchase Behavior
The final phase of the customer decision-making process is post-purchase behavior. This activity highlights how four different consumers usually deal with dissatisfaction.
Poor Target Market or Poor Positioning?
This case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners. The student task is to evaluate whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning
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.
Should We Introduce a CRM Program?
Students help a major department store to evaluate their idea for a new CRM program. What advice do they give them?