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 exercise, students are presented with 10 trade-offs between two firms – with their only difference being physical evidence. It is designed for students to understand that physical evidence has a significant impact on consumer perceptions and their choice of a suitable offering. A fun exercise for marketing students of all levels.
Does Physical Evidence Matter? Review the Teaching Activity
Students explore positioning and the importance of differentiation by reviewing 10 competing restaurants in the same geographic market. Each restaurant has a unique positioning and students need to evaluate which ones will be more successful, as well as identifying an opportunity for a player in the market.
The Importance of Differentiation 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
For this task students will calculate, analyze, and assess the Net Promoter Score (NPS) metric. They will look at two firms that have adopted different approaches to improving their NPS scores – but which approach is better?
Working with the Net Promoter Score (NPS) Review the Teaching Activity
In this exercise, students will be presented with a mix of target markets and multiple target audiences for a new social initiative. It is a helpful activity for clarifying the difference between target markets and audiences. And it is very flexible, as it can be run as a case study discussion, as a marketing debate, or even a student role-play.
EXCLUSIVE ACTIVITY FOR MEMBERS
Difference Between Target Markets and Target Audiences Review the Teaching Activity
Students review a marketing campaign video for Taikang Insurance, where the firm has cleverly used technology to overcome the hurdle of service intangibility and make insurance “real”.
Overcoming Service Intangibility Review the Teaching Activity
This activity get students to complete customer lifetime value calculations, for them to understand the role of this formula. Initial examples are provided, so students can complete this task independently, if required.
Quick Customer Lifetime Value Calculations Review the Teaching Activity
In this activity, students identify the importance of process, people, and especially physical evidence in the marketing mix of a service firm.
EXCLUSIVE ACTIVITY FOR MEMBERS
The Role of the Additional 3P’s Review the Teaching Activity
The leaky bucket theory is an analogy used in customer lifetime value to highlight the need to balance new customer acquisition and customer retention. Students review what is the best approach and what impact it has on a firm.
Leaky Bucket Theory Review the Teaching Activity