In this exercise, students need to calculate the total salary/incentive paid to salespeople (across different payment structures) and then determine which structure has the best approach for the firm’s marketing goals.
EXCLUSIVE MEMBER ACTIVITY
Salespeople Incentive Schemes Review the Teaching Activity
In this task, students are introduced to the concept of return on marketing by looking at the profitability of an email direct mail campaign.
EXCLUSIVE MEMBER ACTIVITY
Evaluating Direct Marketing Results Review the Teaching Activity
A significant proportion of planned sales promotions do not get implemented due to the lack of full support by the retailer. The student task is to determine whether the retailer is likely to run/support the sales promotion.
EXCLUSIVE MEMBER ACTIVITY
Will the Retailer Support the Sales Promotion? Review the Teaching Activity
In this activity, students need to allocate the overall promotional budget to help support the launch of a new computer game console.
EXCLUSIVE MEMBER ACTIVITY
Buying Media Review the Teaching Activity
For each of the following decisions, students will calculate and determine whether the promotional expenditure generates a positive return on investment (that is, a marketing return on investment = ROMI).
EXCLUSIVE MEMBER ACTIVITY
Return on Promotional Investment (ROMI) Review the Teaching Activity
In this case study, the student task is to determine whether the firm should continue with its current strategy (which is mainly priced-based) or does it need to adopt a new approach?
EXCLUSIVE MEMBER ACTIVITY
A Pricing Strategy Success? Review the Teaching Activity
Retailers often face the challenge of deciding between ‘everyday low pricing’ and ‘high-low’ pricing. The student task is to determine the best pricing approach.
Pricing Against Aggressive Competitors Review the Teaching Activity
While it is generally acknowledged that it is best to stay out of a price-cutting war, sometimes competitor actions will force you into one. In this activity, students need to counter when one of their competitors cuts their prices – how will they respond?
EXCLUSIVE MEMBER ACTIVITY
Responding to Competitor Pricing Review the Teaching Activity
Students assume that they decide to start a business as a marketing consultant. How much do they need to charge for their consulting services?
EXCLUSIVE MEMBER ACTIVITY
Setting Your Price Review the Teaching Activity
In this activity, the student task is to determine what average prices will need to be charged by these small retailers so they end up making a good profit.
EXCLUSIVE MEMBER ACTIVITY
What Price Mark-up is Needed? Review the Teaching Activity