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The Introduction to Marketing simulation challenges students to make realistic marketing and business decisions in a competitive, fast-paced market. It allows your students to develop and execute a complete marketing strategy, including brand design, pricing, ad copy design, media placement, distribution, and sales force management. Throughout the exercise, students receive information on customer needs as well as a feedback on customer satisfaction with brands, prices and advertising.
They discover how their actions reflect in both brand profitability and firm profitability. Students learn to study competitive tactics and adjust their marketing strategy to stay ahead of the competition.
The students can play against their peers or against computer-generated competitors. The “play against computer” version allows everyone to work at his or her own pace and there is no need to coordinate the play of all of the students. Also available in Polish and Spanish languages (“Play Against Peers” version only).
Grading is based on the balanced scorecard that measures profitability, customer satisfaction and market share in the targeted market segments.
http://www. marketplace-live. com/simulations/introduction-to-marketing. php Features: The simulation consists of eight customer segments in two market areas and a maximum of six different smartphone products that can be offered to the markets simultaneously. To encourage unique strategy creation and execution, participants start their Cesim SimBrand companies fresh without any operations history.
Participants are provided with a decision making tool that helps them to try and practice with different scenarios as well as analyze the outcomes of their decisions and projections.
In addition, the simulation generates a range of reports that will help the teams to analyze and benchmark their own performance against their competitors. Participant tasks: A significant part of the decision making challenge is to actively manage the product portfolio by matching both qualitative and quantitative features of products with the selected target segments’ preferences.
Moreover, pricing, promotion and channel selection need to be set based on the segments’ preferences. In addition, teams manage the after sales and research and development decisions. Key learning areas: The simulation covers marketing topics including product life cycle management, segmentation, positioning, distribution channel investments, advertising budget allocation, after sales services, pricing, sales forecasting, marketing research, competitor analysis, research and development, and profitability.
Key success factors: The essence of Cesim SimBrand simulation is to mirror a fast developing smartphone market that is driven by short product life cycles and innovation; where constant attention to core competences, timely product development, segmentation, positioning, and marketing communications are the keys to success. Expected outcome: As an outcome of the simulation exercise, participants will fully realize the different parts of the marketing decision making process, their relationship with each other, and their impact on the company’s overall results.
In addition, participants will gain invaluable experience in teamwork and problem solving. http://www. cesim. com/simulations/cesim-simbrand-marketing-management-simulation-game/? utm_campaign=Google-Adwords-(Cesim-SB)&utm_source=AdWords&wspapp=22937023756&gclid=CMC4l6PetrgCFc2_3godXV4AqA Technical Specifications DESCRIPTION In this single-player simulation, students define and execute a business-to-business marketing strategy at a manufacturer for motors used in medical devices. Customers are divided into market segments based on their requirements for two key motor performance features and price.
Students must analyze each market segment and decide which new customers they want to acquire while also considering the loyal customers they must retain. A successful go-to-market strategy requires careful consideration of a variety of interdependent factors. Students set a list price and then set discounts for each large market segment and for a segment of small customers who purchase through distributors. Students allocate sales and marketing resources for each targeted segment including setting the level of spending on marketing communications and market research.
Students can listen to customer feedback through dynamic video interviews and gain important insights into the effectiveness of their marketing strategies. Ultimately students must achieve a sustainable revenue stream to maximize cumulative profit for the company. The second release of this simulation retains the immersive experience of the original while providing streamlined analysis tools for students and enhanced administrative features for instructors. Learning Objective: Understanding the link between marketing strategy formulation and effective execution.
Using segment and customer needs analysis to make product marketing and design decisions. Understanding segmentation, targeting, and positioning. Creating a pricing strategy. Managing channel conflict and maintaining consistency across channels. Using metrics to analyze performance. Appreciating the relationships among customer satisfaction, customer buying patterns, customer loyalty, and firm profitability. Subjects Covered: Channel conflict; Customer acquisition; Customer retention; Customer satisfaction; Market planning strategy; Market research; Market segmentation; Market share; Pricing strategy; Profitability http://cb. bsp. harvard. edu/cb/product/7018-HTM-ENG Strategic Marketing simulation Target courses: The Strategic Marketing simulation is designed for the Marketing Strategy, Marketing Management and Capstone Marketing courses. It exposes the participant to all the aspects of modern marketing. Content: The decision content includes market opportunity analysis, brand development, advertising, pricing, and sales force management decisions. It also includes profitability projections and profitability analysis decisions.
Time frame: The game is set for 8 decision rounds, with each round taking one hour to two hours to complete. More details: This simulation allows your students to develop and execute a complete marketing strategy, including brand design, pricing, ad copy design, media placement, distribution, and sales force management. Throughout the exercise, students receive information on customer needs as well as a feedback on customer satisfaction with brands, prices and advertising. They discover how their actions reflect in both brand profitability and firm profitability.
Simulation participants learn to study competitive tactics and adjust their marketing strategy to stay ahead of the competition. Students can play against computer-generated competitors or against their peers. The grading is based on the balanced scorecard that measures profitability, customer satisfaction, market share in the targeted market segments, preparedness for the future and wealth. http://www. marketplace-simulation. com/products/strategic-marketing. php Simulated Test Marketing Gets Your New Products/Services Off on the Right Foot by Copernicus Marketing Consulting and Research
Simulated test marketing research enables you to experiment and hone in on the best marketing plan. Learn more about this method and its application in this article. While it’s true that some marketers use simulated test marketing technology to test a few alternative plans and pick the winner in terms of projected volume or sales, there’s really no reason to put a cap on the number to try out. And here’s why. Now more than ever, marketers need plans that enhance new product/service performance as much as possible.
Marketers everywhere—even the ones with great products and services ready to go—need to ask themselves: “Do I have the right combination of strategy and tactics that will generate the most return in terms of share, revenue and/or profit from my investment? ” When we asked a leading consumer packaged goods manufacturer recently about the reasons behind the company’s 90%-95% failure rate, the company explained that “a faulty marketing plan and/or the failure to implement the plan” more often than not upended performance.
Beyond its uses as a forecasting tool, simulated test marketing research enables you to experiment with different inputs—from strategic elements such as the target and positioning to tactical elements such as GRPs and budget allocation across different traditional and digital media—and narrow in on the marketing plan most likely to support performance objectives in the real-world. We’ve never seen a plan a sophisticated simulated test marketing recommended that didn’t beat he ones submitted by marketing management. Sometimes the margin is modest; sometimes the difference is overwhelming. Simulated test marketing’s applications go beyond pre-launch planning and forecasting. Marketers can also use one cleverly done to improve the marketing plan post-launch. Marketers can see the current trajectory of a new product/service or program based on as little as 30 days of actual, real-world results.
If they see a big difference between the pre-launch and post-launch forecasts of awareness, sales, and profits, they have the time—and the simulated test marketing technology—to do some reformulating of the plan and get innovation ROI on track. Though more and more marketers regularly use technology to test different and numerous configurations of new products and services, we’re hard pressed to find too many that use it to formulate the marketing plan. Turning to technology tools such as simulated test marketing will go a long way to improving the performance of innovation efforts. -August 2010
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