Defining the Market Research Problem
This firm is looking to undertake some market research, but they first need to define the research problem – can your students help them?
campaign
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.
Push or Pull Strategy?
Using the information provided, students decide whether the type of firms listed at the end of the discussion should adopt a ‘push’ a ‘pull’ or a balanced/mixed promotional emphasis.
EXCLUSIVE MEMBER ACTIVITY
Return on Promotional Investment (ROMI)
For each of the following decisions, students will calculate and determine whether the promotional expenditure generates a positive return on investment (that is, a marketing return on investment = ROMI).
EXCLUSIVE MEMBER ACTIVITY
Choosing a Promotional Message
This activity is for local bank who wants to adopt a more modern image. The student task is to choose the best promotional/campaign theme from the list of alternatives to help with the repositioning.
EXCLUSIVE MEMBER ACTIVITY
Will the Retailer Support the Sales Promotion?
A significant proportion of planned sales promotions do not get implemented due to the lack of full support by the retailer. The student task is to determine whether the retailer is likely to run/support the sales promotion.
EXCLUSIVE MEMBER ACTIVITY
Using Trade Promotions
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.
Selecting Sponsorship Partners
Students consider the question: On what basis (criteria) is the best approach for firms to assess a sponsorship proposal?
EXCLUSIVE MEMBER ACTIVITY
Evaluating Direct Marketing Results
In this task, students are introduced to the concept of return on marketing by looking at the profitability of an email direct mail campaign.
EXCLUSIVE MEMBER ACTIVITY
Developing a Promotional Strategy
This activity is based on a chain of fitness centers. They want to increase their ongoing level of promotional activity, but are unsure how best to promote themselves in the marketplace.