B2B Archives - Great Ideas for Teaching Marketing

To Grow or Not? – Using Franchising

B2B Marketing, Member Activities, Places and Channels, Strategy and Plans

This brief case for a car manufacturer, explores possible expansion through franchising methods.
EXCLUSIVE MEMBER ACTIVITY

Franchisor and Franchisee Relationships

B2B Marketing, Discussion Exercises, Member Activities, Places and Channels

Students review franchising deals – are they ethical or is it a simply a case of ‘buyer beware’, where the potential franchisee should do their due diligence?
EXCLUSIVE MEMBER ACTIVITY

Using Trade Promotions

B2B Marketing, Discussion Exercises, Free Activities, Promotion, Review Exercises

In this activity, students are presented with a list of trade promotion tools and choose the ones most appropriate for two different firms, with differing promotional objectives.

Impact on Positioning

B2B Marketing, Discussion Exercises, Member Activities, Places and Channels, Products and Brands, Segmentation and Positioning

This activity outlines two situations in regards to the potential impact on the firm’s positioning due to their distribution channel selection.
EXCLUSIVE MEMBER ACTIVITY

Should We Use a Wholesaler?

B2B Marketing, Discussion Exercises, Member Activities, Places and Channels, Promotion

Removing the middle-man (a wholesaler) from the channel will provide a higher per unit margin for a manufacturer, but will it result in a higher profit overall?
EXCLUSIVE MEMBER ACTIVITY

Do Businesses Make Joint Decisions?

B2B Marketing, Consumer Behavior, Discussion Exercises, Member Activities

In this case study, this B2B firm is considering their strategic growth options. However, they are faced with two competing paths.

Making a Joint Business Decision

B2B Marketing, Consumer Behavior, Decisions and Mini-Cases, Member Activities, Role Plays

This group task is to reach a decision through consensus (by role-playing members of a firm’s executive management team). To complicate the decision, the three alternatives ‘benefit’ different functional departments.

Change in Retailer Relationships: Good or Bad?

Analysis and Metrics, Discussion Exercises, Marketing Environment, Member Activities, Places and Channels

In this exercise, students need to evaluate how well this manufacturer is progressing with their retailer relationships (in its micro-environment).