This activity helps students understand the differences between push and pull marketing strategies, including how each approach targets intermediaries or consumers. Students will analyze scenarios and identify tactics, allowing them to determine when and how to use these strategies effectively in real-world marketing contexts.
Push versus Pull Marketing Strategies Review the Teaching Activity
This activity focuses on evaluating and selecting loyalty strategies for a small regional bank. The bank faces significant challenges in retaining high-value customers due to competition from larger banks and digital-first services. A list of 20 loyalty strategies are outlined for students. Students need to assess these strategies based on criteria like cost, feasibility, and impact, using a scoring model to recommend the most effective approaches for enhancing customer retention and differentiation in a competitive market.
Designing a Loyalty Strategy for a Bank Review the Teaching Activity
In this activity, students will explore profiles representing different types of charity (and social causes and not-for-profit) supporters and donors. These profiles will help them understand the diverse factors that drive charitable behavior, as they highlight each charity supporter’s persona, motivations, and attitudes toward giving. An ideal activity for understanding motivations and consumer behavior in a social marketing context.
The Psychology of Donations Review the Teaching Activity
Generating consumer reviews can be a powerful approach to making services tangible, building trust in the brand, and reducing purchase risk for first-time customers. In this activity, students assess different approaches to generating more consumer reviews and evaluate which ones are likely to be more effective.
Techniques to Generate Consumer Reviews Review the Teaching Activity
Students are presented with multiple sales promotion (non-discount) tools being used by various clothing stores. By considering the array of customers (based on behavioral segments), students evaluate the likely impact of the sales promotions. An excellent activity for students to identify which types of sales promotion tools are effective for different retail settings.
Evaluating the Impact of Sales Promotions Review the Teaching Activity
In this exercise, students go beyond the traditional marketing orientations and explore the emerging eras of experience, digital, relationships, and sustainability and ethics. A helpful activity for students to see where the field of marketing is heading.
Emerging Marketing Eras Review the Teaching Activity
This is NOT a teaching activity. Instead, it is a series of eight in-depth (5-10 mins) videos on Customer Lifetime Value that you can choose from to give students a deeper understanding of these topics.
Video Series on Customer Lifetime Value Review the Teaching Activity
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
Students are presented with seven CLV calculations to solve for a supermarket. They start off easy and then get progressively harder. A good exercise to reinforce the dynamics of customer lifetime value and how the calculations work.
Calculating Customer Lifetime Value Exercises Review the Teaching Activity
Servicescape refers to the physical environment in which a service is delivered and includes elements such as the ambiance, layout, and overall atmosphere of the service facility. Students review 10 visual examples of servicescape to identify how they impact consumer behavior.
What is the Role of Servicescape? Review the Teaching Activity