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.
services
Understanding In-store Influences (Servicescape)
The student task in this activity is to review the examples of retailing servicescape in order to identify what the firm is trying to achieve by their particular in-store design.
Managing Post-purchase Behavior
The final phase of the customer decision-making process is post-purchase behavior. This activity highlights how four different consumers usually deal with dissatisfaction.
CRM’s Mutual Benefits
Assuming that students are the owner of a restaurant, they need to identify the three main benefits that the firm would receive from implementing a CRM program.
Calculating Customer Lifetime Value (Impact of Future Years)
In this exercise, the student’s task is to calculate the customer lifetime value (CLV) for two retailers and will also consider the impact of the number of years (that is, the customer’s lifetime) in the calculation.
Working with Customer Lifetime Value
In this activity, student need to work through a customer lifetime value exercise (CLV) and calculate the CLV for both the firm’s business and individual customers.
Should We Introduce a CRM Program?
Students help a major department store to evaluate their idea for a new CRM program. What advice do they give them?
What CRM Tactics Should We Use?
For this exercise, students are the marketing manager for a large hotel chain, where they are asked to put together a CRM program for the hotel’s major customers.
Need to Improve Internal Marketing?
In this activity, students review the disappointing performance of a marketing campaign and determine where the problem occurred and does this firm need to spend more time and effort on its ‘internal marketing’ program?
Should We Empower Our Staff?
A large department store chain are discussing the merits of introducing a system of greater staff empowerment. But the team cannot decide what to do – can your students help them?