In this exercise, the student’s task is to calculate the customer lifetime value (CLV) for two retailers and will also consider the impact of the number of years (that is, the customer’s lifetime) in the calculation.
Calculating Customer Lifetime Value (Impact of Future Years) Review the Teaching Activity
In this exercise, students consider whether a customer is likely to increase their relationship with a firm over time, by evaluating likelihood of them progressing through a relationship life-cycle path.
Will Profit per Customer Increase Each Year? Review the Teaching Activity
The student task is to evaluate whether the proposed target market for a new luxury service is the best approach.
Is this Target Market Viable? Review the Teaching Activity
In this exercise, students simply need to work out the firm’s unit market share. They have provided with the numbers to help them. It should be a simple exercise, shouldn’t it? Well, perhaps not?
What’s Our Market Share? Review the Teaching Activity
In this exercise, students need to evaluate how well this manufacturer is progressing with their retailer relationships (in its micro-environment).
Change in Retailer Relationships: Good or Bad? Review the Teaching Activity
In this mini case study for a manufacturer of pasta, students are faced with evaluating a choice of four strategic options – which one will they choose?
What’s the Best Marketing Strategy? Review the Teaching Activity
In this exercise, students are required to review the top-level financials of a small chain of hamburger stores and suggest improvements to their marketing mix.
Improving the Marketing Mix Review the Teaching Activity