For this exercise, students are the marketing manager for a large hotel chain, where they are asked to put together a CRM program for the hotel’s major customers.
What CRM Tactics Should We Use? Review the Teaching Activity
Students help a major department store to evaluate their idea for a new CRM program. What advice do they give them?
Should We Introduce a CRM Program? Review the Teaching Activity
In this activity, student need to work through a customer lifetime value exercise (CLV) and calculate the CLV for both the firm’s business and individual customers.
Working with Customer Lifetime Value Review the Teaching Activity
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
Assuming that students are the owner of a restaurant, they need to identify the three main benefits that the firm would receive from implementing a CRM program.
CRM’s Mutual Benefits Review the Teaching Activity
The final phase of the customer decision-making process is post-purchase behavior. This activity highlights how four different consumers usually deal with dissatisfaction.
Managing Post-purchase Behavior Review the Teaching Activity
The student task in this activity is to review the examples of retailing servicescape in order to identify what the firm is trying to achieve by their particular in-store design.
Understanding In-store Influences (Servicescape) Review the Teaching Activity
This exercise is designed to illustrate how the marketing mix works together to implement the organization’s marketing strategy, which should meet the needs of a defined target market.
Working with the Marketing Mix Review the Teaching Activity