What is Marketing?
The student task in this exercise is to construct their own definition of marketing. To assist your students, a number of different views and perceptions of marketing have been provided to review.
marketing orientation
Understanding Marketing Orientation
In this exercise, students are required to identify which Marketing Orientation/Philosophy that different firms appear to follow, based on the statement that they have made on the way that they operate their business.
Which Marketing Orientation is Best?
In this activity, students are presented with a discussion from a manager’s meeting for a new manufacturer of bicycles. The students’ task is to determine which marketing orientation/philosophy they should adopt.
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?
Are these Marketing Tasks?
For this exercise, students review a list of work tasks and identify which ones are likely (or not) to be part of a marketing role – an activity designed to help students further understand what a marketer does.
What is Marketing at McDonald’s?
In this activity, students review an overview of McDonald’s in their early days to identify the reasons for their success and the importance of marketing in their overall performance.
Strategy Focus
In this exercise, students need to review the possible strategy development path for a textbook publisher, which is a firm that tends to pursue virtually whatever market opportunities that have been presented.
Strategy Hierarchy Levels
In this exercise, students required to determine at what strategy hierarchy level each of the following marketing decisions have most likely been made; choosing from corporate, strategic business unit (SBU) or functional (within marketing).
Marketing’s Role in the New Product Process
The task is to review the following list of new product development tasks and evaluate whether or not the marketing function would be involved.
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?