Prueba

“A Marketing Simulation”

Player’s Manual

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION AND OVERVIEW
1. WHAT IS MUSIC2GO?
LEARNING OBJECTIVES
MUSIC2GO MUSIC2GO

5
5
5 5 6 6

SINGLE-PLAYER MULTI-PLAYER

GETTING STARTED

2.

COMPANY OVERVIEW
HISTORY GOALS AND PERFORMANCE MEASUREMENT ORGANIZATIONAL STRUCTURE TEAM ORGANIZATION

6
6 6 7 8

3.

MANAGING YOUR FIRM

10CHAPTER 2:

PLANNING
1. 2. WHAT IS PLANNING?
PLANNING CONCEPTS

11
11
11

THREE LEVELS OF PLANNING
STRATEGIC COMPANY PLANNING STRATEGIC MARKETING PLANNING ANNUAL MARKETING PLANNING

14
14 15 17

CHAPTER 3:

MARKET OVERVIEW
1. 2. THE M2G CONSUMER MARKET
CONSUMER DEMOGRAPHICS

19
19
19

SEGMENTATION
YOUTH SEGMENT SPORT SEGMENT (ONLY AVAILABLE IN MULTI-PLAYER) STANDARD SEGMENTFORECAST SEGMENT DEMAND

21
22 23 24 26

3.

DISTRIBUTION OVERVIEW
CONSUMER ELECTRONICS STORES DEPARTMENT STORES DISCOUNT STORES

27
27 29 30

4. 5.

PRODUCT SEGMENTS AND PROMOTION PRODUCT LIFECYCLE AND PROMOTION

31 33

6.

MEDIA SELECTION
RADIO MAGAZINES NEWSPAPERS TELEVISION

35
35 39 41 44

7.

SALES PROMOTION ACTIVITIES

47

CHAPTER 4:

IMPLEMENTATION
1.2. DECISION SCREEN OVERVIEW PRODUCT DEVELOPMENT
EXISTING PRODUCT SCREEN EMPTY PRODUCT SLOT SCREEN

51
51 51
51 53

3. 4.

PRICE
PRODUCT PRICING SCREEN

55
55

ADVERTISING
ADVERTISING STRATEGY SCREEN PRODUCT ADVERTISING MEDIA ALLOCATION SCREEN PRODUCT ADVERTISING MEDIA SUBCATEGORY SCREEN

57
57 58 58

5.

SALES PROMOTION
SALES PROMOTION STRATEGY SCREEN SALES PROMOTIONALLOCATION SCREEN

59
60 60

6. 7. 8.

SALES FORCE MANAGEMENT
SALES FORCE MANAGEMENT SCREEN

61
62

INVENTORY MANAGEMENT
INVENTORY MANAGEMENT SCREEN

63
63

PROCESSING DECISIONS (ROLLOVERS)
ROLLOVERS IN M2G SINGLE-PLAYER ROLLOVERS IN M2G MULTI-PLAYER

64
64 64

CHAPTER 5:

EVALUATION
1. 2. 3. 4. 5. EVALUATION OVERVIEW
MAJOR REPORTS AVAILABLE

65
65
65

THE YEAR AHEADFORECAST MARKETING EXPENDITURE BUDGET

66
66

INDUSTRY OVERVIEW
INDUSTRY BENCHMARK REPORT

68
68

FIRM RESULTS
NET MARKETING CONTRIBUTION REPORT

71
72

MARKET RESEARCH REPORTS

73

MARKET RESEARCH REPORT SCREEN MARKET RESEARCH REPORTS AVAILABLE

73 74

6. 7. 8.

PRODUCT MANAGEMENT REPORTS
PRODUCT CONTRIBUTION REPORT

75
75

DISTRIBUTION REPORTS
PRODUCT CHANNELDISTRIBUTION TABLE

77
77

FORECAST RESULTS

78

CHAPTER 1: INTRODUCTION AND OVERVIEW
1. What is music2go?
music2go (m2g) is a computer-based marketing simulation. It can be used as an interactive tool to enhance the integration and learning of the basic concepts of marketing in a real life context: the portable CD player (PCD) industry. music2go will give you the opportunity to havepractical hands on experience at making critical marketing decisions and seeing the outcome in a live, interactive case study.

LEARNING OBJECTIVES
By interacting in this simulated marketing environment you will learn:

• • • • • •

The standard terms and concepts of the marketing mix; product, price, promotion and place (distribution). To think of marketing planning as planning theintegration of these components in an integrated marketing communication (IMC). To develop both a strategic marketing plan and annual marketing plans for an organization To analyze market research data to support the planning process To evaluate analysis. marketing performance using marketing cost

Many key quantitative skills for marketing management.

music2go is designed for use in many differentways and at different levels within universities and corporations. There are two versions for students: Single-Player and Multi-Player. Both versions simulate the marketing decisions of a company in the portable CD player (PCD) industry and require you to make comprehensive decisions about the marketing mix of product, price, promotion and place. In both cases the goal is the same: to maximize...