sale and marketing (lesson 2)
Lesson 2
Activity 1: Group Discussion of Observations
Marketing teams discuss what they observed at the big box stores related to customer service. Together try to determine whether the customers at different stores were different or the same, was marketing inside the store and selling the same, and how effective you believed the customer service was.
Make an electronic graphic that depicts the best characteristics of customer service.
Activity 2: Role Play
Based on what you learned in the Task, each marketing team will role play good and bad customer service. Teams should come up with skits for two different role plays, one good one bad service and different attitudes displayed by the customer.
Once all skits are written, teams role play their skit before the class. The class tries to determine what the issue is, whether it is effective customer service, whether the employee handled the situation right, and how. A brief discussion should follow each team’s 2 skits.
Activity 3: Case Study
Five Companies Successfully Targeting Millennials: Case Studies and Marketing Strategies – See more at: http://studybreakscollegemedia.com/2014/five-companies-successfully-targeting-millennials-case-studies-and-marketing-strategies/#sthash.Ky194dTi.dpuf
Five Companies Successfully Targeting Millennials: Case Studies and Marketing Strategies – See more at: http://studybreakscollegemedia.com/2014/five-companies-successfully-targeting-millennials-case-studies-and-marketing-strategies/#sthash.Ky194dTi.dpuf
As a team, study ten brands that got millennial marketing right. You will need to do more Internet research on each company to find out more than what is provided on the page.
Use the following questions to focus your analysis of this case.
- Why did the companies decide to market to millennials?
- What effect did this have on how they marketed?
- What was the previous marketing strategy and who did it target?
- How have millennials responded to the marketing strategy?
- What is the bottom line – has the strategy been financially successful? Are customers satisfied or did the change negatively impact other customers?
