Even More Teaching Activities
The Role of the Additional 3P’s
In this activity, students identify the importance of process, people, and especially physical evidence in the marketing mix of a service firm. EXCLUSIVE ACTIVITY FOR MEMBERS
Classifying New Products
For this activity, students identify what ‘type’ of new product the firm has developed - new category, product line extension, and so on.
Overcoming Service Intangibility
Students review a marketing campaign video for Taikang Insurance, where the firm has cleverly used technology to overcome the hurdle of service intangibility and make insurance "real".
Justifying Marketing with CLV
The task with this activity is to defend the recent expenditure of a marketing campaign. The key to the argument will revolve around the customer lifetime value concept.