The Validity of Online Marketing Research

In this task, students review the results of a recent online market research survey undertaken by a firm. Given the survey was conducted online and was optional, your task in this exercise is to determine how valid the results are likely to be.

 

ACTIVITY/TASK

For this exercise, let’s assume that a bank wanted to conduct a customer satisfaction survey … See the full activity...

Brand building and its advantages

The promotion of a brand is just ONE aspect of building brand equity. Achieving strong brand equity requires many components, but it can create significant value in the marketplace. The following exercise contains a number of checklist points for you to discuss regarding the building of, and the return on, brand equity.

 

ACTIVITY/TASK

Factors that may contribute to (or See the full activity...

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). What is unusual about many of them is that they … See the full activity...

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 and have proven to be a fairly successful product. Pop-ups … See the full activity...

A Product Meets a Need

A product should meet a need or provide a solution for a consumer. In this activity you need to complete the table – sometimes you need to identify the consumer’s need and sometimes you need to identify the product solution. Several examples have been provided to get you started.

 

ACTIVITY/TASK

Consumer’s Need or Problem

Product Solution

Contact lenses are trouble

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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 a still a good idea. They want you to help See the full activity...

Calculating Customer Lifetime Value


In this exercise, your task is to calculate the customer lifetime value (CLV) for two retailers (there is one example already being provided to assist you). In the activity, we will also consider the impact of the number of years (that is, the customer’s lifetime) in the calculation.

 

ACTIVITY/TASK

In the following tables, the formula to calculate customer lifetime … See the full activity...

CRM’s Mutual Benefits

Below is a list of statements regarding the possible benefits of CRM programs (both to the firm and to the customers).  Assuming that you were the owner of a restaurant, you need to identify the three main benefits that the firm would receive from implementing a CRM program. And what would be the three main benefits for your customers? See the full activity...

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 a phone company, which also markets a range of home … See the full activity...

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

Aggressive

Hard

C

75

5

Medium

Medium

D

75

20

See the full activity...

Shopping Styles

Your task in this activity is to match the various shopping motivations to the three types of buyers listed below.

Consumers tend to adopt a similar shopping style across various markets/products. For example, some consumers tend to be shoppers/switchers, whereas other consumers are quite loyal (or habitual buyers) – so let’s see if we can describe and understand them.

 … See the full activity...

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.

 

ACTIVITY/TASK

Purchase Decision = Christmas presents for the kidsSee the full activity...

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.

 

ACTIVITY/TASK

Consumer A

  • One kilo of budget ground beef
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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? What actions could a firm undertake to better deal with See the full activity...

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 hot summer’s day
  2. For breakfast
  3. During a 15-minute lunch break
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Using Market Research Results

The following case study provides information for a hotel chain. They have recently conducted a customer satisfaction survey. Given these research results and the other information in the case, what advice would you give them? This is a good exercise in utilizing the results of market research.

 

ACTIVITY/TASK

The Quick-Stop Hotel Chain

Quick-Stop Hotels is a small … See the full activity...

Using Cross-Tabs

This activity is designed to highlight the value of using cross-tabs to help analyze market research data.

In this exercise, you will start with the top-level results and then ‘drill down’ in the data through the use of cross-tabs. Hopefully you will find that, as you drill down, that more valuable information is uncovered.

Start by reviewing the hypothetical market See the full activity...

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 satisfied, satisfied or dissatisfied).

 

ACTIVITY/TASK

  1. “My friends dragged me
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What is Customer Value?

For this task you need to identify how each of the following consumers perceive value, based on their statements listed below. You should note that the perception of value varies across most of these consumers.

For each consumer statement, n this activity, identify how each of the following consumers perceives value. (For example, value = low price, or value = See the full activity...