This is our full collection of marketing exercises, each paired with a companion Answer page. Every exercise is built around Colorado Ricardo Mountain Bikes, a running case study that carries a single fictional company through a real strategic decision – whether and how to launch an e-mountain-bike – so each framework is practised on a consistent, realistic scenario rather than a new invented company each time.
About this list
All 44 exercises below are listed by lesson, grouped into four subject clusters. Each entry links to the Exercise itself, its model Answer, and the Lesson page the exercise is based on. Work through the Exercise first, then check your thinking against the Answer.
Strategy & Analysis Tools
- 1. Ansoff’s Matrix (Lesson)
Ansoff’s Matrix Exercise
Practise choosing a growth strategy with Ansoff’s Matrix.
Last updated: 13 September 2026Ansoff’s Matrix Answer
A full worked answer across all four Ansoff quadrants.
Last updated: 13 September 2026 - 2. SWOT Analysis (Lesson)
SWOT Analysis Exercise
Practise a SWOT analysis using the Colorado Ricardo case.
Last updated: 13 September 2026SWOT Analysis Answer
A full worked SWOT analysis, all four categories covered.
Last updated: 13 September 2026 - 3. PEST Analysis (Lesson)
PEST Analysis Exercise
Practise a PEST analysis of the external environment.
Last updated: 13 September 2026 - 4. Five Forces Analysis (Lesson)
Five Forces Analysis Exercise
Practise Porter’s Five Forces on a real competitive case.
Last updated: 13 September 2026 - 5. Generic Strategies (Lesson)
Generic Strategies Exercise
Practise choosing between Porter’s Generic Strategies.
Last updated: 13 September 2026Generic Strategies Answer
A model answer explaining the right generic strategy.
Last updated: 13 September 2026 - 6. Four Branding Alternatives (Lesson)
Four Branding Alternatives Exercise
Practise Tauber’s four branding alternatives.
Last updated: 13 September 2026Four Branding Alternatives Answer
A model answer applying Tauber’s framework.
Last updated: 13 September 2026 - 7. Core Competences (Lesson)
Core Competences Exercise
Practise identifying a company’s core competences.
Last updated: 13 September 2026Core Competences Answer
A model answer using Prahalad and Hamel’s framework.
Last updated: 13 September 2026 - 8. Boston Matrix (Lesson)
Boston Matrix Exercise
Practise classifying products with the Boston Matrix.
Last updated: 13 September 2026 - 9. ADL Strategic Condition Matrix (Lesson)
ADL Strategic Condition Matrix Exercise
Practise the Arthur D. Little Strategic Condition Matrix.
Last updated: 13 September 2026ADL Strategic Condition Matrix Answer
A model answer applying the ADL Matrix.
Last updated: 13 September 2026 - 10. Bowman’s Strategy Clock (Lesson)
Bowman’s Strategy Clock Exercise
Practise positioning a strategy on Bowman’s Clock.
Last updated: 13 September 2026Bowman’s Strategy Clock Answer
A model answer positioning the strategy correctly.
Last updated: 13 September 2026 - 11. Balanced Scorecard (Lesson)
Balanced Scorecard Answer
A full worked Balanced Scorecard, all four perspectives.
Last updated: 13 September 2026 - 12. Value Chain Analysis (Lesson)
Value Chain Analysis Answer
A model answer covering primary and support activities.
Last updated: 13 September 2026 - 13. SWOT Analysis: POWER SWOT (Lesson)
SWOT Analysis: POWER SWOT Exercise
Practise prioritising a SWOT analysis into action.
Last updated: 13 September 2026SWOT Analysis: POWER SWOT Answer
A model answer pairing strengths against threats.
Last updated: 13 September 2026
Segmentation, Planning & Consumer Behaviour
- 1. Segmentation (Lesson)
Segmentation Exercise
Practise segmenting a market into distinct groups.
Last updated: 13 September 2026Segmentation Answer
A model answer using recognised segmentation bases.
Last updated: 13 September 2026 - 2. Positioning (Lesson)
- 3. Consumer Buyer Behaviour (Lesson)
Consumer Buyer Behaviour Exercise
Practise analysing how a customer decides to buy.
Last updated: 13 September 2026Consumer Buyer Behaviour Answer
A model answer analysing the buying decision.
Last updated: 13 September 2026 - 4. Introduction to Marketing Research (Lesson)
Introduction to Marketing Research Exercise
Practise the four-step marketing research process.
Last updated: 13 September 2026Introduction to Marketing Research Answer
A model answer designing a research plan.
Last updated: 13 September 2026 - 5. The Six Living Generations in America (Lesson)
The Six Living Generations in America Exercise
Practise identifying generational shifts in a market.
Last updated: 13 September 2026The Six Living Generations in America Answer
A model answer on marketing across generations.
Last updated: 13 September 2026 - 6. Marketing Plans (Lesson)
Marketing Plans Exercise
Practise writing a SMART marketing objective.
Last updated: 13 September 2026Marketing Plans Answer
A model marketing plan answer with a SMART objective.
Last updated: 13 September 2026 - 7. Marketing Plans and Consumer Behavior (Lesson)
Marketing Plans and Consumer Behavior Exercise
Practise checking a plan against real buyer behaviour.
Last updated: 13 September 2026Marketing Plans and Consumer Behavior Answer
A model answer checking a plan against buyer behaviour.
Last updated: 13 September 2026 - 8. Marketing in a Credit Crunch (Lesson)
Marketing in a Credit Crunch Exercise
Practise marketing planning through a downturn.
Last updated: 13 September 2026Marketing in a Credit Crunch Answer
A model answer on marketing through a downturn.
Last updated: 13 September 2026 - 9. The Loyalty Ladder (Lesson)
The Loyalty Ladder Exercise
Practise moving a customer up the loyalty ladder.
Last updated: 13 September 2026The Loyalty Ladder Answer
A model answer building customer loyalty step by step.
Last updated: 13 September 2026 - 10. Internal Marketing (Lesson)
Internal Marketing Exercise
Practise briefing staff before a launch or change.
Last updated: 13 September 2026Internal Marketing Answer
A model answer on marketing to your own staff first.
Last updated: 13 September 2026 - 11. International Marketing and Culture (Lesson)
International Marketing and Culture Exercise
Practise adapting marketing for a new culture.
Last updated: 13 September 2026International Marketing and Culture Answer
A model answer on cultural adaptation for a new market.
Last updated: 13 September 2026
Marketing Mix & Promotion
- 1. Three Levels of a Product (Lesson)
Three Levels of a Product Exercise
Practise the core, actual and augmented product levels.
Last updated: 13 September 2026Three Levels of a Product Answer
A model answer breaking a product into three levels.
Last updated: 13 September 2026 - 2. Place, Distribution, Channel, or Intermediary (Lesson)
Place, Distribution, Channel, or Intermediary Exercise
Practise choosing a distribution channel strategy.
Last updated: 13 September 2026Place, Distribution, Channel, or Intermediary Answer
A model answer recommending a channel and intensity.
Last updated: 13 September 2026 - 3. Promotion (Lesson)
Promotion Exercise
Practise designing a promotion mix on a limited budget.
Last updated: 13 September 2026 - 4. Pricing Strategies (Lesson)
Pricing Strategies Exercise
Practise choosing a pricing strategy for a launch.
Last updated: 13 September 2026Pricing Strategies Answer
A model answer recommending a pricing strategy and price.
Last updated: 13 September 2026 - 5. The Product Life Cycle (PLC) (Lesson)
The Product Life Cycle (PLC) Exercise
Practise identifying a product’s life cycle stage.
Last updated: 13 September 2026The Product Life Cycle (PLC) Answer
A model answer identifying the stage and right response.
Last updated: 13 September 2026 - 6. Personal Selling (Lesson)
Personal Selling Exercise
Practise the seven-step personal selling process.
Last updated: 13 September 2026Personal Selling Answer
A model answer handling a cautious buyer’s objections.
Last updated: 13 September 2026 - 7. Advertising (Lesson)
Advertising Exercise
Practise setting an advertising objective and media plan.
Last updated: 13 September 2026Advertising Answer
A model answer setting an objective before booking media.
Last updated: 13 September 2026 - 8. Internet Marketing and Promotion (Internet Advertising) (Lesson)
Internet Marketing and Promotion (Internet Advertising) Exercise
Practise planning internet advertising for a launch.
Last updated: 13 September 2026Internet Marketing and Promotion (Internet Advertising) Answer
A model answer planning an internet advertising campaign.
Last updated: 13 September 2026 - 9. eMarketing Product (Lesson)
eMarketing Product Exercise
Practise digital product marketing decisions.
Last updated: 13 September 2026eMarketing Product Answer
A model answer on digital product marketing.
Last updated: 13 September 2026
Finance for Marketers
- 1. Balance Sheet (Lesson)
Balance Sheet Answer
A full worked balance sheet, every figure explained.
Last updated: 13 September 2026 - 2. Profit and Loss Statement (Lesson)
Profit and Loss Statement Exercise
Practise building a profit and loss statement.
Last updated: 13 September 2026Profit and Loss Statement Answer
A full worked profit and loss statement, explained.
Last updated: 13 September 2026 - 3. Cash Flow Statement (Lesson)
Cash Flow Statement Answer
A full worked cash flow statement, cash reconciled.
Last updated: 13 September 2026 - 4. Financial Ratios (Lesson)
Financial Ratios Exercise
Practise calculating and interpreting financial ratios.
Last updated: 13 September 2026Financial Ratios Answer
A full worked ratio analysis, every ratio explained.
Last updated: 13 September 2026 - 5. Activity-Based Costing (ABC) (Lesson)
Activity-Based Costing (ABC) Exercise
Practise activity-based costing on an investment case.
Last updated: 13 September 2026Activity-Based Costing (ABC) Answer
A full worked ABC answer, explained step by step.
Last updated: 13 September 2026 - 6. Contribution Analysis (Lesson)
Contribution Analysis Exercise
Practise contribution analysis and break-even.
Last updated: 13 September 2026Contribution Analysis Answer
A full worked contribution and break-even answer.
Last updated: 13 September 2026 - 7. Standard Costing (Lesson)
Standard Costing Exercise
Practise standard costing and variance analysis.
Last updated: 13 September 2026 - 8. Return on Investment (ROI) (Lesson)
Return on Investment (ROI) Exercise
Practise calculating Return on Investment.
Last updated: 13 September 2026Return on Investment (ROI) Answer
A full worked ROI answer against a hurdle rate.
Last updated: 13 September 2026 - 9. Annual Accounts (Lesson)
Annual Accounts Exercise
Practise interpreting a set of annual accounts.
Last updated: 13 September 2026 - 10. Annual Reports for Marketers (Lesson)
Annual Reports for Marketers Exercise
Practise reading an annual report as a marketer.
Last updated: 13 September 2026Annual Reports for Marketers Answer
A model answer on what a marketer should look for.
Last updated: 13 September 2026 - 11. Direct and Indirect Costs (Lesson)
Direct and Indirect Costs Exercise
Practise classifying direct and indirect costs.
Last updated: 13 September 2026Direct and Indirect Costs Answer
A full worked answer classifying business costs.
Last updated: 13 September 2026
