Determining marketing mix considerations

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students to discuss the marketing mix implications of the consumer products classification scheme.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The group discussion time should be … Continue reading...

Consumer Product Classifications: Marketing Challenges

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students to discuss the marketing mix implications of the consumer products classification scheme.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The group discussion time should be … Continue reading...

Marketing Mix Decisions for Shopping Products

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for small groups of students to discuss the value of the consumer products classification scheme.
Student audience: Could be run with any level of marketing student, perhaps more suitable for students of introductory marketing as well as … Continue reading...

From Market Segmentation to Marketing Mix (Fitness Centers)

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is probably more suitable to small groups.
Student audience: This discussion exercise is more suitable for students in an introduction to marketing course
Exercise time: This discussion activity will probably run 15 to 20 minutes.
Activity variations: This exercise … Continue reading...

IMC Tools for a Major Campaign

In this activity, you need to help a bank decide the most appropriate IMC tools mix for a major launch of a new innovative credit card. There are many possible promotional tools to choose from. Try to integrate the campaign across the various elements.

 

ACTIVITY/TASK

ADVERTISING TOOLS

Prime time TV

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Which Channel Would You Choose?

This activity provides a hypothetical channel selection decision for the Pizza Galore chain. Assuming that Pizza Galore wanted to introduce a mini breakfast pizza (say with bacon and eggs), then which would be the best way for them to distribute it? Why would this be the best option?

 

ACTIVITY/TASKContinue reading...

Product Management

Read the following case study on a hypothetical product manager for frozen pizza. They are faced with a strategic challenge for which way to growth the business. If you were this product manager, what would you do?

 

ACTIVITY/TASK

Larry is a product manager for frozen pizza for a large … Continue reading...

Characteristics of Services

Services have a number of distinct characteristics (see list below) that create a unique set of marketing challenges for services marketers. Your task in this exercise is to review the following statements to identify its particular distinguishing service characteristic.

 

ACTIVITY/TASK

  1. “I’m so disappointed with the restaurant last night. We
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Need to improve Internal Marketing?

In this activity, you need to first review the following manager’s discussion regarding the disappointing performance of a marketing campaign.  Given the information provided, identify where do you think the problem occurred? Does this firm need to spend more time and effort on its ‘internal marketing’ program?

 

ACTIVITY/TASK

 Bill:

Our … Continue reading...

Poor Target Market or Poor Positioning?

The following case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners.

Your task in this activity is to evaluate, in your opinion, whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning.

 

ACTIVITY/TASK

The BeginningContinue reading...

New Target Market = New Marketing Mix?

Over time most firms will have goals to grow and expand. One growth option is to target a new market segment (known as market development). For this activity, you need to determine whether the law firm in the case will need to modify its marketing mix as they pursue another Continue reading...

Socio-Cultural Change

Listed below are some examples of how the culture has altered in a number of countries over the past 10 to 20 years or so. For this exercise, your task is to consider the impact of these lifestyle changes, from the point of view of an organization that markets holiday Continue reading...

Developing a Strategy and a Marketing Mix

This activity requires you to develop an appropriate marketing mix for your own restaurant. (Assume that you have a suitable budget and that reasonable expenditure is possible.)

Firstly, decide on your overall strategy and your target market (that is, what is going to make your restaurant successful in a very Continue reading...

Developing a Marketing Mix

In this exercise you are required to select the most appropriate marketing strategy (from a list of four presented) and then develop a suitable marketing mix to implement that strategy.  This activity will be focused on the strategy and marketing mix for a proposed new chain of Italian and pizza Continue reading...

Improving the Marketing Mix

In this exercise, you are required to review the top-level financials of a small chain of hamburger stores and suggest improvements to their marketing mix. This activity should provide an introduction of how modifications to a firm’s marketing mix can impact business performance.

So let’s help Fat Frank’s Burgers make Continue reading...

Working with the Marketing Mix

This exercise is designed to illustrate how the marketing mix works together to implement the organization’s marketing strategy, which should meet the needs of a defined target market.

In this activity, we will use a hypothetical example for an up market hotel chain, such as Hilton Hotels. Assume that Hilton Continue reading...