Even More Teaching Activities
Using an Event as a Promotional Tool (Video)
In this mini case study, students review how Nike used a running event, rather than more traditional promotional tools, to reposition their brand in a key market segment. EXCLUSIVE ACTIVITY FOR MEMBERS
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.
Benefits of Brand Building
This exercise contains a number of checklist points for students to consider regarding the building of, and the return on, brand equity. It's more than just promotion! EXCLUSIVE MEMBER ACTIVITY
Compensatory Decision Rules
Students are presented with a scoring model to see how compensatory decision-making is undertaken and to choose the best brand.. And they also need to identify how brands can use this information in their marketing mix.