TMG_01s - MARK 512 The MARKETING GAME! Charlotte H. Mason...

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Department of Marketing Prof. Joseph Salvacruz Prof. Joseph Salvacruz MARK 512 MARK 512 The MARKETING GAME! The MARKETING GAME! Charlotte H. Mason William D. Perreault, Jr.
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MARK 512 Marketing Strategy and Policy JC Salvacruz 2 The Marketing Game is a living case… The Marketing Game is a living case… … where you learn about a situation, evaluate opportunities, develop a strategy, and make marketing plan decisions. … in which you get regular feedback - your marketing outcomes and related financial results, based on both your plan and competitors’ decisions. … where you analyze what you’ve learned by doing … to figure out answers to what you do not know (and could not know!) at the beginning. … that challenges you to improve your strategy in light of the learning. ..
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MARK 512 Marketing Strategy and Policy JC Salvacruz 3 Objectives Served by TMG Objectives Served by TMG To develop skills in identifying marketing opportunities. This encompasses knowledge of and the ability to apply key marketing frameworks and tools for analyzing customers, competition, and marketing strengths and weaknesses. To develop insights about creative selection of target markets and making integrative strategy decisions concerning product, price, promotion, place and the needs of a target market. To develop skills in marketing analysis . To provide meaningful, practical experience in translating qualitative and quantitative analysis into conclusions about profitable marketing strategies and programs .
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MARK 512 Marketing Strategy and Policy JC Salvacruz 4 The Role of the Marketing Game The Role of the Marketing Game The Game offers unique learning advantages, compared to other learning approaches (like reading texts and articles, lectures, guest speakers, case analysis and presentation, projects) because it: Is dynamic , like most business situations. Brings the competitive aspects of marketing to life. Highlights the need for integrative planning based on qualitative and quantitative analysis of the market environment .
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MARK 512 Marketing Strategy and Policy JC Salvacruz 5 Marketing is considered the profit center Marketing is considered the profit center External Market Environment 4Ps 3Cs
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MARK 512 Marketing Strategy and Policy JC Salvacruz 6 Overview Overview You take over marketing management responsibilities for your firm. Must satisfy customers and earn profits Focus is on marketing strategy planning. Requires integration of all strategy decisions. Requires attention to competitive environment. Considers short term and long term perspectives. Features ongoing, rapid feedback.
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MARK 512 Marketing Strategy and Policy JC Salvacruz 7 Objectives Objectives Outdo your competitors Financial and marketing performance reflected in JPI (J’s Performance Index) Facilitate turn-over of your firm to the new owners What went right/wrong and why?
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This note was uploaded on 10/14/2010 for the course MARK 512 taught by Professor Joseph during the Spring '10 term at HKUST.

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TMG_01s - MARK 512 The MARKETING GAME! Charlotte H. Mason...

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