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 around 10-15 minutes, plus any additional time for an overall … See the full activity...

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 around 15 minutes, plus any additional time for an overall … See the full activity...

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 students of marketing strategy.
Exercise time: The group discussion time … See the full activity...

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 could also be extended beyond fitness centers to consider sporting … See the full activity...

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

Local newspapers

Buses

Daytime TV

Specialist newspapers

Bus shelters

Late

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Which IMC Tools to Use?

Different organizations, with different goals, will find that a different mix of IMC tools will be more appropriate for their needs.  For this activity you need to determine the three most suitable IMC tools for each organization listed (using the simplified list of tools provided below).


ACTIVITY/TASK

Select from this simplified list of IMC Tools

  • TV advertising
  • Personal selling
  • Radio
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Selecting Distribution Channels


It was only about 20 years ago that most banks typically only used one distribution channel (their branches). However, since that time they have dramatically expanded the number of channels that they use. Below is a list of common distribution channels for a bank. Your task is to identify the most appropriate mix of channels for two different banks.

 

ACTIVITY/TASKSee the full activity...

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/TASK

 Possible Channels

  • Offer as a ‘take away’ option in all
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Competitive Pricing

Firms need to take care when responding to competitor’s action with a pricing change, as this could trigger a potential price war. Therefore, in this activity you need to identify what would be the most appropriate pricing reaction for the following generic situations actions.

 

ACTIVITY/TASK

  1. To communicate the high quality of your product against a new competitor
  2. The market that
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Pricing Objectives


Pricing decisions will form a key part of the firm’s overall marketing strategy. In this activity, your task is to identify why the firm has adopted their particular pricing approach.

 

ACTIVITY/TASK

  1. When ‘Great Cuts’ (haircuts) originally opened, they charged just $12 per haircut. However, since they have become widespread and more popular, they have progressively increased their price to over
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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 national firm. He is in his late 20’s and is … See the full activity...

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 went there for the first time a few weeks ago
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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 sales are below target for this campaign – we need … See the full activity...

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 Beginning

Julie and Anna opened their store – “Hot Coffee, Cool … See the full activity...

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 target market.

 

ACTIVITY/TASK

A growing law firm originally segmented their … See the full activity...

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 packages and tours

 

ACTIVITY/TASK

List of some key socio-cultural … See the full activity...

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 cluttered and competitive industry?). Then outline the “details” (the marketing See the full activity...

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 restaurants. The four possible strategies currently being considered by the See the full activity...

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 more money!

 

ACTIVITY/TASK

Frank owns three hamburger shops (Fat … See the full activity...

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 Hotels (which are usually ‘5-star’ quality) have decided that they See the full activity...