In this exercise, students consider whether a customer is likely to increase their relationship with a firm over time, by evaluating likelihood of them progressing through a relationship life-cycle path.
Will Profit per Customer Increase Each Year? Review the Teaching Activity
In this activity, students will review a simple table containing top-level information on several markets/segments and they need to identify which segments are the most attractive, considering trade off information.
Choosing a Target Market (Numbers-based) Review the Teaching Activity
In this exercise, students simply need to work out the firm’s unit market share. They have provided with the numbers to help them. It should be a simple exercise, shouldn’t it? Well, perhaps not?
What’s Our Market Share? Review the Teaching Activity
In this mini case study, students need to outline a top-level marketing strategy that will help guide a B2B firm to achieve their financial goals.
From Research to Strategy Review the Teaching Activity
This mini case is for a hotel chain who have conducted a customer satisfaction survey. Given these research results, what advice can be given?
Using Market Research Results Review the Teaching Activity
In this exercise, students are presented with the campaign results from a bank that has tested different promotional tactics. Their task is to interpret the campaign’s results.
Analyzing Campaign Results Review the Teaching Activity
This activity is designed to highlight the value of using cross-tabs to help analyze market research data.
Using Cross-Tabs Review the Teaching Activity
In this exercise, students review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).
Reviewing a Multi-Attribute Model Review the Teaching Activity
This activity summarizes the results of research into a potential new product – hot chili flavored ice cream. The firm undertook taste-test research to help determine whether they should launch this new product?
Interpreting Research Results (Concept Test for a New Product) Review the Teaching Activity
In this activity, students need to consider the information challenges facing Pizza Hut and identify the most suitable market research or market information approach they should use to help gather information.
Which Research Design to Use? Review the Teaching Activity