Estrategia

SIMULATION
Marketing Simulation: Managing Segments and Customers V2
Das Narayandas
Publication Date: Apr 25, 2012
Discipline: Marketing
Source:
Product number:
7018-HTM-ENG
Length: 120minEnglish Web Based HTML
English Web Based HTML
Description:
In this single-player simulation, students define and execute a business-to-business marketing strategy at a manufacturer for motors usedin 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 whichnew 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 interdependentfactors. 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 marketingresources 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 andgain 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 secondrelease of this simulation retains the immersive experience of the original while providing streamlined analysis tools for students and enhanced administrative features for instructors.

LearningObjective:
Understanding the link between marketing strategy formulation and effective execution. Using segment and customer needs analysis to make product marketing and design decisions. Understandingsegmentation, targeting, and positioning. Creating a pricing strategy. Managing channel conflict and maintaining consistency across channels. Using metrics to analyze performance. Appreciating the...