This activity get students to complete customer lifetime value calculations, for them to understand the role of this formula. Initial examples are provided, so students can complete this task independently, if required.
Quick Customer Lifetime Value Calculations Review the Teaching Activity
In this activity, students need to consider what is the primary purpose of marketing? While many students will opt for marketing plans, new products, communication campaigns – is that what marketing is really all about?
What Do You Want a Marketer to Do? Review the Teaching Activity
In this very simple and fun exercise, students have to choose between two identical products – but one has the advantage of a very strong brand versus an unknown brand – will your students pay more just for the brand and why?
Will You Pay More Just for the Brand? Review the Teaching Activity
In this activity, students review a managers meeting where they outline the various advantages and limitations of different segmentation bases for the purposes of selecting target markets. It is helpful exercise to help students understand the key differences between main bases and how they can impact the target market selection.
Which Segmentation Base Should We Use? Review the Teaching Activity
In this video-based case study students will examine the repositioning of an established brand. In marketing textbooks, we often see repositioning as a “last resort”, but in this case the brand was reasonably well-placed and profitable, but the brand management took a longer term view of the brand and were willing to rethink their strategy.
Successful Repositioning Video Case Study Review the Teaching Activity
Students are presented with a customer profile but they can only choose a small proportion of the information to access. Which segmentation base information will they choose and find the most effective?
Which Segmentation Base is the Most Helpful? Review the Teaching Activity
In this activity, students explore the effectiveness of age segments. Age segmentation is a common approach used by students, but is it worthwhile, especially as compared to other segmentation bases.
Is Age Segmentation a Good Approach? Review the Teaching Activity
A local coffee shop has conducted a pricing experiment and broadened their product line. But did the experiment work? And should they continue with the pricing approach or discontinue it? A great activity for assessing marketing mix changes.
Coffee Shop Pricing Market Test Review the Teaching Activity
Students need to determine which is the best brand choice for consumers using different decision rules, namely compensatory, conjunctive, disjunctive, lexicographic and elimination-by-aspects rules.
Using Decision Rules in Consumer Behavior Review the Teaching Activity
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.
Compensatory Decision Rules Review the Teaching Activity