Apple’s Mission Statement

The following statement was released by Tim Cook, the CEO of Apple. Although it was not described as a mission statement, it has been effectively framed as one. Your task here is to review it and determine what it indicates about Apple and their future direction.



The statement made by Tim Cook of Apple:

We believe that we’re on … See the full activity...

A Tough New Product Decision

Gillette has long been the leader in the razor market. However, to maintain their position they have had to make some tough decisions along the way. Review the following situation – if you were the CEO, would you have made the same decision?


Gillette has always prided their firm on razor technology innovation. Therefore, it was no surprise two … See the full activity...

Marketing’s Role in the New Product Process

Many years ago, marketing departments were only involved at the end of the new product process. Their task was to simply promote the new product. However, this situation has changed somewhat. Your task is to review the following list of new product development tasks and evaluate whether or not the marketing function would be involved.



  1. Establishing the overall new
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Strategy Hierarchy Levels

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity can be discussed in pairs, or could potentially be an individual student exercise.
Student audience: This exercise is more suitable for students of introductory marketing.
Exercise time: The exercise time should be around 5-10 minutes, plus any additional time for an overall class discussion.

Student Task

In this exercise, … See the full activity...

Strategy Focus

In this exercise, you need to review the below diagram, which highlights a possible strategy development path for a textbook publisher. As you can see, this firm has adopted a practice of pursuing virtually whatever market opportunities have been presented to it. Follow the arrows and you can see some logic for each of their strategic moves, but you need See the full activity...

What is marketing?

Student Task

In this activity, we will use a quick overview of McDonald’s in order to try and identify the reasons for their success throughout the world and the contribution of marketing (if any) to their overall performance. This will help in gaining a good sense of the scope of marketing in a large firm.


Let’s face it … See the full activity...

Are these marketing tasks?

For this exercise, review the list of work tasks below and identify which ones are likely (or not) to be part of a marketing role.

For this activity, we will assume that the company in question manufactures cookies.

As you go through the list, consider at which “level” of employee (refer list in question area) each of the decisions probably See the full activity...

The Role of a Marketer

The aim of this exercise is to identify the likely tasks of someone in a marketing role. In other words, what day-to-day functions do marketers perform?

Please review the list of business tasks outlined below. For each task, determine how likely it would be for somebody in marketing (that is, they could be anyone in marketing, junior or senior) to See the full activity...

Which Marketing Orientation is Best?

In the following activity, you are presented with an excerpt of a discussion from a manager’s meeting for a newly formed firm that is setting up as a manufacturer of bicycles. Essentially, they are discussing which marketing orientation/philosophy they should adopt. Your task is to determine which orientation/philosophy that you think would be most appropriate approach for this firm.

ACTIVITY/TASKSee the full activity...

Understanding Marketing Orientation

In the following exercise, you are required to identify which Marketing Orientation/Philosophy (see list in question area) that each firm most appears to follow, based on the statement that they have made on the way that they focus and operate in their particular organization.



  1. “It’s a old saying, but it’s true – ‘build a better mouse-trap and the
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What is marketing?

Student Task

Our task in this exercise is to construct our own definition of marketing. To assist in this regard, some different views of what marketing is have been presented below.

Therefore, your first task in this activity is to firstly review the various views/definitions of marketing in the conversation below. Then see if you can come up with your See the full activity...