This discussion exercise is an introduction to calculating customer lifetime value, which would be suitable for students of services marketing and metrics – and perhaps some students of advertising/promotion.
Calculating Customer Lifetime Value (Basic Formula) Review the Teaching Activity
A discussion exercise where students need to develop a marketing mix for a particular target market – Ideal for explaining the value of market segmentation and target markets.
EXCLUSIVE MEMBER ACTIVITY
From Market Segmentation to the Marketing Mix (Fitness Centers) Review the Teaching Activity
The task is to construct your a segmentation approach, using a list of 15 possible market segments that could exist in virtually any market.
How to Segment a Market Review the Teaching Activity
In this activity, students look at a range of critical incidents in services marketing and discuss how they could be addressed.
Understanding Critical Incidents Review the Teaching Activity
For this exercise, which is based on Sports Direct (a major UK sports retailer) and the impact of its attractive staff bonus on sales, profitability, and marketing results.
EXCLUSIVE MEMBER ACTIVITY
Staff Bonuses and Internal Marketing Review the Teaching Activity
This activity highlights an ineffective situation for a mobile home loan salesman for a bank. Review the situation – what can be done to improve the firm’s current sales appointment practices?
EXCLUSIVE MEMBER ACTIVITY
Managing Salespeople Review the Teaching Activity
In this exercise, students need to decide whether a large retail chain would benefit from implementing a customer loyalty program.
EXCLUSIVE MEMBER ACTIVITY
The Value of Loyalty Programs Review the Teaching Activity
In this activity, students need to help a bank decide the most appropriate IMC tools mix for a major launch of a new innovative credit card.
IMC Tools for a Major Campaign Review the Teaching Activity
This case study outlines the strategic plan for Thompson-Smith, a fictitious retailer with multiple brands (retail formats). The task is to evaluate their five strategic priorities.
EXCLUSIVE MEMBER ACTIVITY
Evaluate their Retail Strategy Review the Teaching Activity
The student task is to determine a strategy for a fruit and vegetable store, to ensure its continued success. A number of potential ideas have been listed to get students going a littler deeper.
Designing the Retail Strategy Review the Teaching Activity