student-manual-im - Web Marketplace Student Manual...

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Web Marketplace S t u d e n t M a n u a l Introduction to Marketing
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Marketplace business simulation, Student Manual, Introduction to Marketing Ernest R. Cadotte Copyright © 2003 www.marketplace-simulation.com ~1~ Table of Contents for Marketplace Help File A. Introduction to Marketplace Decisions 1. Introduction 2. Game Scenario 3. How to Win B. Chapter 1: Player Activities 1. Introduction 2. Table 2-1: Decisions to be Made by Quarter 3. Functional Organization of the Executive Team 4. Goals and Strategic Direction 5. Company Name C. Chapter 2: Market Research 1. Introduction 2. Initial Research: Market Opportunity Analysis (MOA) 3. Types of Information Available 4. Interpreting the Survey Data 5. Understanding What Customers Value 6. End User Feedback: Fast Tests 7. Competitive Benchmark D. Chapter 3: Brand Management 1. Introduction 2. Brand Management Decisions 3. Brand Design 4. Match Up Benefits and Features 5. Consider the Price the Market Will Bear 6. Test Market 7. Brand Name
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Marketplace business simulation, Student Manual, Introduction to Marketing Ernest R. Cadotte Copyright © 2003 www.marketplace-simulation.com ~2~ E. Chapter 4: Advertising Decisions 1. Introduction 2. Planning the Advertising Program 3. Ad Copy Design 4. Deceptive Advertising 5. Media Placement 6. Advertising Effectiveness F. Chapter 5: Sales Office Decisions 1. Introduction 2. Territory Development 3. Sales Office Management 4. Brand Selection 5. Brand Price 6. Price Elasticity 7. Competitive Prices 8. Price Rebate 9. Sales Order Priority 10. Sales Force Management 11. Number of Salespeople 12. Target Market Specialty G. Chapter 6: Accounting 1. Introduction 2. Activity Based Costing (ABC) 3. Profitability of Marketing Division Marketplace FAQs are available at: http://www.marketplace-simulation.com/support/faq- web-team.html
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Marketplace business simulation, Student Manual, Introduction to Marketing Ernest R. Cadotte Copyright © 2003 www.marketplace-simulation.com ~3~ Introduction to Marketplace Decisions A vast array of decisions must be made to compete in Marketplace . These decisions are patterned after real-world decisions made by new venture firms. Each decision has been limited to its most important dimensions in order to keep the game manageable. Still, there is sufficient complexity and realism to challenge you to the maximum. The real challenge in the game, and in real-life new ventures, is that you must continually make a large number of concurrent strategic and tactical decisions. There is no rest from the advertising decision or the market development decision while you solve the pricing decision. You not only have to worry about the tradeoffs within each decision area, but you must also evaluate the tradeoffs between decision areas. Part of the value of the Marketplace experience is learning to manage a dynamic and complex world. Marketplace
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This note was uploaded on 05/19/2010 for the course MKTG 345 taught by Professor Underwood during the Spring '10 term at University of Louisiana at Lafayette.

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student-manual-im - Web Marketplace Student Manual...

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