This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. The task is to review the brand’s performance and see what the survey results have revealed.
EXCLUSIVE MEMBER ACTIVITY
Interpreting Brand Image Survey Results Review the Teaching Activity
This activity highlights the top level results from an awareness and advertising recall market research study. The task here is to review the brand’s performance and see what the survey results have revealed.
EXCLUSIVE MEMBER ACTIVITY
Awareness and Advertising Recall Review the Teaching Activity
This exercise contains a number of checklist points for students to consider regarding the building of, and the return on, brand equity. It’s more than just promotion!
EXCLUSIVE MEMBER ACTIVITY
Benefits of Brand Building Review the Teaching Activity
In 2005, Coca-Cola introduced Coke Zero, a zero calorie version of their flagship product. This product did extraordinary well, but what launch and implementation challenges did they face?
EXCLUSIVE MEMBER ACTIVITY
Product Line Extension Challenge Review the Teaching Activity
This food retailer has experienced significant top-level growth over the past few years. But underpinning their results is a significant increase in franchised stores/outlets, so are the results as good as they appear?
EXCLUSIVE MEMBER ACTIVITY
Are These Good Growth Results? Review the Teaching Activity
A travel agency, with more than 100 outlets throughout the country, is considering using either traditional direct mail and/or a digital marketing campaign, however, they cannot agree on which IMC tools to use.
EXCLUSIVE MEMBER ACTIVITY
Direct Mail vs Digital Marketing Review the Teaching Activity
A chain of well-known surf wear stores is considering expanding to international markets, but they are unsure whether this is a good idea for their business – can your students help them decide?
Should We Expand Internationally? Review the Teaching Activity
Students review franchising deals – are they ethical or is it a simply a case of ‘buyer beware’, where the potential franchisee should do their due diligence?
EXCLUSIVE MEMBER ACTIVITY
Franchisor and Franchisee Relationships Review the Teaching Activity
In this task, students consider these questions: Does marketing promote consumption for its own sake and does society need marketing?
EXCLUSIVE MEMBER ACTIVITY
Does Society Need Marketing? Review the Teaching Activity
This firm relies on heavy promotional tactics in order to generate their sales, which some people might term ‘high-pressure’ selling. In this case; are they effective marketers or are they engaging in unethical practices?
EXCLUSIVE MEMBER ACTIVITY
Is this High-Pressure Selling? Review the Teaching Activity