Students consider the value and impact of online reviews (a form of physical evidence) for a hotel with a very unusual market positioning. As independent reviews grow in importance to consumers, budding marketers need to understand their potential impact.
Online Customers Reviews: Implications for the Brand and Consumers Review the Teaching Activity
Diamond Shreddies 2008 campaign is another classic marketing case study. It plays on the idea that Shreddies, which were traditionally square-shaped, had been “transformed” into a new, diamond-shaped version. But nothing changed except for their sales.
Classic Case Study: Shreddies Cereal Review the Teaching Activity
Students are presented with five personal selling scenarios where the salesperson has NOT executed their selling role ideally. The task is to identify what was gone wrong and what could be improved in each scenario.
Analyzing the Salesperson’s Performance Review the Teaching Activity
In this activity, students are presented with a list of 35 actions that would be undertaken by a professional sales person. Their task is to match the actions to one of the seven steps in the personal selling process.
Key Steps in the Selling Process Review the Teaching Activity
In this activity students review a series of common marketing claims that would be generally considered to be misleading. There are 12 examples to consider, with students making a judgment call on which ones to retain and which ones would be unethical and/or ineffective. A pragmatic approach to understanding marketing tactics.
Misleading Marketing Claims – or Not? Review the Teaching Activity
This activity delves deeper into customer journey mapping and considers how to overcome the consumer’s pain points. Students look for ideas and then consider how valuable it is to reduce pain points and indeed, can we compete on that basis?
Overcoming Consumer Pain Points Review the Teaching Activity
Students work through a pricing experiment testing optimal pricing for profits. They then construct a demand curve, as well as considering multiple environmental factors before making a final pricing recommendation. A good activity to understand the role of marketing mix experiments.
Setting Prices Using Marketing Experiments Review the Teaching Activity
Many snack and beverage brands now introduce short-term mystery flavors of their products which are often tied to contests and social media engagement. This mini case looks at “What The Fanta” and asks students what the brand is trying to achieve, brand risk, and whether it is a new product or simply a sales promotion campaign?
Mystery Flavors: New Product or Sales Promotion? Review the Teaching Activity
In this task your students will help a firm decide on the best sales funnel structure to use. There are competing approaches to consider, put forward by two senior members of the marketing team. They both think that they are right and their sales funnel configuration is the best – can your students help them decide?
Fixing the Sales Funnel Review the Teaching Activity
Students are presented with 10 mini brand personas for the hotel industry. Their task is to choose a buyer persona and map out their customer journey. A starting example has been provided as a guide.
Buyer Personas and their Customer Journeys Review the Teaching Activity