Most firms will have growth goals, which is one factor that drives firms to introduce new products. Students will need to review examples and identify why firms decide to introduce new products.
Why Firms Introduce New Products Review the Teaching Activity
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
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
This fitness center is starting to think that their positioning tag-line is primarily responsible for their loss of new customers/members – what do your students think?
Time for a New Positioning Slogan? Review the Teaching Activity
A great introductory exercise to understand perceptual maps. This task is to construct perceptual maps, based on the understanding of university subjects.
Creating a Perceptual Map Review the Teaching Activity
The task is to identify the most attractive segment to select as a target market, based on customer needs, segment size, growth and profit margin.
Choosing a Target Market (Smart Phones) 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
The task in this activity is to see how much can be determined about the target market consumer by the ‘segment nickname’ it has been given.
Segment Nicknames and Brand Personas Review the Teaching Activity
Students need to identify what type of segmentation base that the firm is using from the list of segmentation bases provided.
Which Segmentation Base? Review the Teaching Activity
Students need to consider whether a broad marketing approach is suitable or whether this radio station concept would benefit from a more precise target market?
Why Use Target Markets Review the Teaching Activity