The Need for Internal Marketing
Students are presented with an excerpt from a monthly ‘performance’ one-on-one meeting. Who is at fault? How can this situation be improved for the future?
The Need for Internal Marketing Review the Teaching Activity
Member Activities
Need to Improve Internal Marketing?
In this activity, students review the disappointing performance of a marketing campaign and determine where the problem occurred and does this firm need to spend more time and effort on its ‘internal marketing’ program?
Need to Improve Internal Marketing? Review the Teaching Activity
Should We Introduce a CRM Program?
Students help a major department store to evaluate their idea for a new CRM program. What advice do they give them?
Should We Introduce a CRM Program? Review the Teaching Activity
Justifying Marketing with CLV
The task with this activity is to defend the recent expenditure of a marketing campaign. The key to the argument will revolve around the customer lifetime value concept.
Justifying Marketing with CLV Review the Teaching Activity
Calculating Customer Lifetime Value (Impact of Future Years)
In this exercise, the student’s task is to calculate the customer lifetime value (CLV) for two retailers and will also consider the impact of the number of years (that is, the customer’s lifetime) in the calculation.
Calculating Customer Lifetime Value (Impact of Future Years) Review the Teaching Activity
Switching Barriers (Customer Retention)
Customer retention can also be enhanced through the creation of switching barriers, with the task being to review examples to assess the likely satisfaction level of the customer involved.
Switching Barriers (Customer Retention) Review the Teaching Activity
Perceptions of CRM
In this exercise, students will evaluate the potential benefits and limitations of customer relationship management (CRM).
Perceptions of CRM Review the Teaching Activity
CRM’s Mutual Benefits
Assuming that students are the owner of a restaurant, they need to identify the three main benefits that the firm would receive from implementing a CRM program.
CRM’s Mutual Benefits Review the Teaching Activity
Will Profit per Customer Increase Each Year?
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
Poor Target Market or Poor Positioning?
This case study outlines a new retail store concept, which has proved somewhat disappointing for the two owners. The student task is to evaluate whether they adequately identified a viable target market and also to evaluate the appropriateness of their positioning
Poor Target Market or Poor Positioning? Review the Teaching Activity