A Pricing Strategy Success?

In the following case study, your task is to determine whether the firm should continue with its current strategy (which is mainly priced-based) or does it need to adopt a new approach?

 

ACTIVITY/TASK

Credit unions are like small banks that usually only offer services to individual customers (that is, non-businesses). … Continue reading...

Changing Attributes – A Good Idea?

The following company has an idea to modify the attributes of its existing product. The goal is to try and increase sales. However, there is a risk that sales could actually decrease instead – what do you think?


ACTIVITY/TASK

Pop-ups drinks were introduced to the market just three years ago … Continue reading...

Should We Launch? It’s Your Call!

The following case study highlights the experience of two recent university graduates have gotten themselves into a business ‘mess’. They have been working hard to develop and launch a new product. But they’re now at the stage of making a major dollar investment, and suddenly they’re now so sure it’s Continue reading...

Will Profit per Customer increase each year?

Do customers become more valuable over time? In this exercise, you consider whether a customer is likely to increase his/her relationship with a firm over time, by evaluating likelihood of them progressing through a relationship life-cycle path.


ACTIVITY/TASK

Let’s consider the possible relationship life-cycle path of an average customer of … Continue reading...

Choosing a Target Market

Listed below is a table that provides top-level information for eight different market segments. Based upon the information provided, which target market would you select as the best one to pursue? Why?

 

ACTIVITY/TASK

 

Segment

Size $m

Growth %pa

Competitiveness

Access to Retailers

A

100

5

Medium

Easy

B

100

20

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Household Decision Making Roles


Consumers often play different roles within a family (or household) decision making unit. Your task in this activity is to identify who might be involved in the decisions below and what role that they may play in that decision.

To get you started, an example has been provided for you.Continue reading...

Self-concept and purchases

Is there a relationship between a consumer’s personality/self-concept and the products that they purchase? Listed below are the contents from three shopping baskets at a local supermarket. Your task is this activity is to see if you can describe each of the three consumers simply based upon their grocery purchases. Continue reading...

Managing Post-purchase Behavior

The final phase of the decision process is post-purchase behavior. And if the product’s performance does not match prior expectations consumers will be dissatisfied. This activity highlights how four different consumers usually deal with dissatisfaction.

Review each consumer’s comments. Which of these customer/s would a firm prefer to deal with? Continue reading...

Situational Influences

Different situations will affect a consumer’s purchase decisions. This activity is designed to explore that concept. Your task here is to identify how many different drinks/beverages you (being one consumer only) would choose across the various situations listed below?

 

ACTIVITY/TASK

What type of drink/beverage would you choose?

  1. On a
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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...