Services/CRM Archives - Great Ideas for Teaching Marketing

The Psychology of Donations

Consumer Behavior, Digital Marketing, Member Activities, Services/CRM, Social

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.

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Techniques to Generate Consumer Reviews

Analysis and Metrics, Consumer Behavior, Discussion Exercises, Free Activities, Marketing Mix, Services/CRM

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.

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Evaluating the Impact of Sales Promotions

Consumer Behavior, Discussion Exercises, Member Activities, Promotion, Services/CRM

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.

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Emerging Marketing Eras

Digital Marketing, Ethics, Introductory Concepts, Marketing Environment, Member Activities, Services/CRM, Strategy and Plans

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.

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Video Series on Customer Lifetime Value

Analysis and Metrics, Free Activities, Services/CRM, video

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.

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Online Customers Reviews: Implications for the Brand and Consumers

Consumer Behavior, Marketing Mix, Promotion, Services/CRM

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

Calculating Customer Lifetime Value Exercises

Analysis and Metrics, Free Activities, Services/CRM

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.

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What is the Role of Servicescape?

Consumer Behavior, Marketing Environment, Member Activities, Places and Channels, Services/CRM

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.

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Making Services Tangible (Video Case Study)

Case Study, Marketing Mix, Member Activities, Pricing, Segmentation and Positioning, Services/CRM, video

In this mini case study (with a video case summary as well), students will review how an insurance company was able to make intangible services “tangible”.

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Should We Use Mystery Shoppers?

Analysis and Metrics, Member Activities, Research and MIS, Services/CRM

In this activity students are presented with a managers meeting that is discussing whether or not to implement mystery shopping market research program. There are good arguments for and against. The students need to decide whether they would implement the program.

Should We Use Mystery Shoppers? Review the Teaching Activity