B2B Marketing Archives - Page 3 of 4 - Great Ideas for Teaching Marketing

Should We Use a Wholesaler?

B2B Marketing, Discussion Exercises, Member Activities, Places and Channels, Promotion

Removing the middle-man (a wholesaler) from the channel will provide a higher per unit margin for a manufacturer, but will it result in a higher profit overall?
EXCLUSIVE MEMBER ACTIVITY

Should We Use a Wholesaler? Review the Teaching Activity

Channel Conflict Challenges

B2B Marketing, Discussion Exercises, Free Activities, Places and Channels

This activity highlights several common channel conflict situations. For each situation, the task is to determine how to reduce the level of conflict.

Channel Conflict Challenges Review the Teaching Activity

Handling Channel Conflict

B2B Marketing, Decisions and Mini-Cases, Member Activities, Places and Channels, Products and Brands, Promotion

When a firm utilizes multiple channels, it is likely that channel conflict will occur from time to time. This activity is based upon a real business situation. What would your students do in this situation?
EXCLUSIVE MEMBER ACTIVITY

Handling Channel Conflict Review the Teaching Activity

Which Channel Would You Choose?

B2B Marketing, Discussion Exercises, Free Activities, New Product Process, Places and Channels

Assuming that Pizza Galore wanted to introduce a mini breakfast pizza), then which would be the best channels for them?

Which Channel Would You Choose? Review the Teaching Activity

Setting Your Price

Analysis and Metrics, B2B Marketing, Member Activities, Pricing

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

Do Manufacturers Like Private Labels?

B2B Marketing, Decisions and Mini-Cases, Member Activities, New Product Process, Places and Channels, Products and Brands

Why would a large manufacturer want to produce a private label product that will directly compete against their flagship product? Hopefully this activity will provide the answer.

Do Manufacturers Like Private Labels? Review the Teaching Activity

What CRM Tactics Should We Use?

B2B Marketing, Decisions and Mini-Cases, Free Activities, Services/CRM, Strategy and Plans

For this exercise, students are the marketing manager for a large hotel chain, where they are asked to put together a CRM program for the hotel’s major customers.

What CRM Tactics Should We Use? Review the Teaching Activity

Working with Customer Lifetime Value

Analysis and Metrics, B2B Marketing, Free Activities, Services/CRM

In this activity, student need to work through a customer lifetime value exercise (CLV) and calculate the CLV for both the firm’s business and individual customers.

Working with Customer Lifetime Value Review the Teaching Activity

Do Businesses Make Joint Decisions?

B2B Marketing, Consumer Behavior, Discussion Exercises, Member Activities

In this case study, this B2B firm is considering their strategic growth options. However, they are faced with two competing paths.

Do Businesses Make Joint Decisions? Review the Teaching Activity

Making a Joint Business Decision

B2B Marketing, Consumer Behavior, Decisions and Mini-Cases, Member Activities, Role Plays

This group task is to reach a decision through consensus (by role-playing members of a firm’s executive management team). To complicate the decision, the three alternatives ‘benefit’ different functional departments.

Making a Joint Business Decision Review the Teaching Activity