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Great Ideas for Teaching Marketing

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Value Pricing – A Tough Decision

This activity requires students to determine a price solely based on what value the product generates for the customer. As there are only insignificant variable costs involved, what price is right?

Categories Discussion Exercises, Pricing

Talk Benefits, Not Features

Consumers buy a product solution (the benefits) for their need/problem. In promotional communications, it is important to communicate benefits – not features! In this activity, students will convert features into benefits.

Categories New Product Process, Products and Brands, Promotion, Review Exercises

Changing Product Attributes – A Good Idea?

This 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 your students think?

Categories Decisions and Mini-Cases, New Product Process, Products and Brands, Research and MIS, Strategy and Plans

Product Design = Mix of Attributes

By changing a product’s mix of attributes you effectively create new products, which may provide a unique solution. In this activity, students modify the mix of attributes for a table, in order to meet different needs.

Categories Discussion Exercises, New Product Process, Products and Brands

Designing a Product’s Augmentation

In this activity for a banking ‘club”, students need to determine what would be the appropriate level of augmentation for each of the club’s elements.

Categories Decisions and Mini-Cases, New Product Process, Products and Brands

Does Product Augmentation Provide Value?

Students choose between sets of competitive product offerings. One of the choices is more heavily augmented. How important is the augmented product in the decision? Are students willing to pay more?

Categories Discussion Exercises, Products and Brands

How to Classify Product Levels

The task in this activity is to classify the offerings of a computer retailer into core, actual and augmented product levels.

Categories Products and Brands, Review Exercises

A Product Meets a Need

A product should meet a need or provide a solution for a consumer. In this activity, students identify the consumer’s need and/or identify the product solution.

Categories Products and Brands, Review Exercises

Using Motivation Theories

For this activity, students need to identify different ways of motivating (using Maslow’s theory) consumers to buy a smart phone and to visit a restaurant.

Categories Consumer Behavior, Discussion Exercises, Promotion

Great Ideas for Teaching Marketing has been developed as an alternative to long case studies. Hundreds of  activities, discussion exercises and tools are provided on this website, with new content added regularly.

They are ideally suited to topics that only require a 10-30 minute exercise addressing a distinctive concept, rather than a detailed, all-encompassing case study.

All the activities and discussion exercises are provided free for marketing lecturers to use in their classes.

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